Effie Worldwide

New Product/Service Introduction

Any shopper effort used to introduce a new product or service. New products/services may include a whole new brand, a new product from an existing brand, or a new line extension.




Gillette's Meet the Protectors at Walmart

In January 2016, Gillette launched the Fusion ProShield. With the razors lubrication strips before and after the blades, ProShield changed the game by delivering both closeness and comfort, giving the best protection against irritation. So for the Walmart launch, we paralleled the benefits of the razor to the underappreciated job of the Offensive Line and created Meet The Protectors a series of documentary-style interviews with some Green Bay Packers Offensive Line.

  • Brand: Gillette Fusion ProShield
  • Client: Procter & Gamble
  • Agency: Saatchi & Saatchi X

Try SomeTHiN Good

Crackers were not keeping up with the trending better-for-you category. Shoppers were willing to forgo taste for nutrition, and we had to convince them they didnt have to give up either in crackers. GOOD THiNS, made with real ingredients, like sweet potato, spinach and garlic deliver nutrition AND taste. We introduced the Try SomeTHiN Good program at three key retailers and revitalized the cracker category with better snacks that taste good too!

  • Brand: GOOD THiNS
  • Client: Mondelez International
  • Agency: Geometry Global

FLONASE Allergy Relief Over-the-Counter Launch

Launching prescription-strength FLONASE over-the-counter meant introducing the brand into a category where people traditionally shop on autopilot. In order to grab their attention, we created the biggest launch in GSK history, using an omnichannel approach to educate allergy sufferers about the more complete allergy relief of FLONASE, and drew their attention to the allergy aisle at top retailers nationwide. Within the first six months of the launch, we exceeded our target brand share and in the process, grew the category for all of our retail partners.

  • Brand: FLONASE Allergy Relief
  • Client: GlaxoSmithKline
  • Agency: Epsilon
2016_sme_2016_440468_hero_1 Walmart Walmart Pickup and Delivery
2016_sme_2016_440388_hero_1 COVERGIRL COVERGIRL Full Lash Bloom
2015_sme_2015_9412_hero_1 Gillette Gillette Fusion ProGlide with Flexball Technology


To browse winners in this category from previous years