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Seasonal Marketing- Products

Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience.  This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business. 

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Beernaments

Beernaments proved that while brands may face barriers beyond their control, they can still carve a space for themselves by thinking beyond their products’ boundaries. We thought outside the can and created a consumption moment for Miller Lite during the holidays, when typically only hard liquor and wine are invited to parties. We showed that the celebration only starts when Miller Lite walks in— the daily Beernaments drop sold out in less than 2 minutes during the program, contributing to the brand’s strongest monthly growth in 5 years.


Brand: Miller Lite
Client: Molson Coors
Agency: ALMA DDB.
Language: English

Mayo Tackles Food Waste

The mayonnaise category and Hellmann’s experienced sales decline. While America knows and loves Hellmann’s, it often only comes to mind as a condiment for making sandwiches tasty. We defined a new, meaningful role for the brand – Hellmann’s as an ingredient to reduce food waste, an ingredient to transform disparate, leftover ingredients into delicious dishes. We used the second largest day of food waste, Super Bowl, as the campaign platform. The result: +16.8% sales lift while motivating 71% to reduce food waste at home.


Brand: Hellmann's Best Foods
Client: Unilever
Agency: WUNDERMAN THOMPSON
Language: English

From school bags to homes

Fruit-Bowls is not a product that grabs our attention, stimulating demand for itself. It's a middle-of-the-aisle product, not top-of-mind or on a shopping list. September/October, Back-to-school (BTS) season, contributes over 20% of Dole Fruit Bowl annual sales. However with the lockdown and schools closed, we needed to ensure this was not a miserable sales year. By making ‘fruit-bowls’ an emblematic, a non-literal coping phrase, for authentic quarantine moments - Dole Fruit-Bowls, got into the colloquial and stimulated demand during lockdown.  


Brand: Dole Fruit Bowls
Client: Dole Packaged Foods, LLC
Agency: Campbell Ewald
Language: English

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