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. 

2021 BRONZE

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

2020 GOLD

Changing the Game

To bring Microsoft’s mission to life, increase brand love and demonstrate Microsoft as leader in innovation, we highlighted an unlikely product: the XBOX Adaptive Controller, a device created for disabled gamers, to tell the story about why leveling the playing field mattered for everyone. We took to the biggest stage, the Super Bowl, to show the world: when everyone can play, we all win. We saw 1B impressions, 35M in earned media, 879% increase in #GamingForEveryone and 76% agreeing that Microsoft was a brand they loved.

Brand: Microsoft
Client: Microsoft
Agency: McCann New York
Language: English

2020 SILVER

Reese’s Turns All Halloween Candy Into America’s Favorite Candy.

Reese’s discovered a seasonal insight, that 90% of Americans wish they could trade their unwanted Halloween candy. So we created the Candy Converter to turn that unwanted candy into everyone's favorite: Reese's. Despite no paid media support for the activation, we helped Reese’s dominate Halloween conversation (fans anointed us the Greatest of All Time), drive incremental growth, and give Americans everywhere what they really wanted: more Reese’s in their Halloween hauls. 

Brand: Reese's
Client: Reese's
Agency: Anomaly
Language: English

FINALISTS

Porsche Porsche Taycan: The first fully electric Porsche Icon

Starbucks Frappuccino Making the Holidays 'Pop' for Ready-to-Drink Coffee

Advance Auto Parts/DieHard DieHard is Back