Positive Change - Social Good: Brands

Recognizing brands that are making the world a better place by using the power of their communications platforms for "good."  This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (he

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Building a Preeminent Green Brand

SunChips are made from whole grains, and have long enjoyed a reputation as a healthier snack. But in recent years the brand faced new competition in this space. Recognizing consumers were now making a connection between their health and the planet's, SunChips repositioned as the 'pre-eminent green snack'. In 2009 SunChips showed that it's not enough to talk about being green; a brand has to take action. And even the act of selecting a chip can be a choice for positive change in the world.


Brand: SunChips
Client: Frito-Lay North America
Agency: Juniper Park
Language: English

Starbucks 'Sparks'

In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to show Starbucks' role in the community, by 'sparking' community action. Three 'sparks' were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.


Brand: Starbucks Coffee Company
Client: Starbucks Coffee Company
Agency: BBDO New York
Language: English

2021_gl_2021_e-452-499_hero_1 Pedigree Proving the Power of PEDIGREE®’s Brand Purpose
2021_pos_2021_e-6074-047_hero_1 Pedigree Dogs on Zoom
2021_pos_2021_e-6566-345_hero_1 NBC News Group Plan Your Vote: A 2020 Election Story
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