Commerce & Shopper: Brand Experience
This award features work that truly brought a brand, product or retailer to life – either literally or virtually – and interacted with shoppers to influence conversion.
TWIX was losing younger users. Its first significant innovation in years - Cookies & Crème - wasn’t novel. Our unique hook: “cookies and cream” is slang for a black-and-white sneaker colorway, a coveted aesthetic. We created a wait-in-line-worthy brand experience by leveraging the obsessive nature of sneakerheads. TWIX Kicks’ meticulous commitment to authenticity ignited hype rarely seen for a candy launch: unsolicited celebrity endorsements, lines at drop events, and eBay resales made Cookies & Crème TWIX’s most successful innovation ever (6th biggest in category history), reversing franchise decline (+47.2% YoY).
Client: Mars Wrigley
Agency: Weber Shandwick
Trolli Deliciously Dark Escape
Snacking on sour candy and playing video games go hand in hand. So, Trolli set out to capture the attention of gamers. But, we knew we’d have to be authentic to truly win the trust of a savvy market. So we developed The Deliciously Dark Escape—a dark-web-themed video game that leaned into Trolli’s uniquely offbeat brand of humor. Gamers took the bait and spent almost 9 minutes engaging with our brand. Plus, we saw an over 18% lift in sales during our promotion.
Client: Ferrara Candy Company
The Endless World of Air Max
As a brand facing significant disruption in their category, this campaign sought to re-establish Foot Locker as the authority in Nike Air Max, bringing sales back from other retail, direct channels, and secondary marketplaces. Tapping native behaviors of the sneakerhead subculture, we created an ever-evolving cultural hub on Google Slides, hosting events like livestreamed art sessions, Air Max Trivia, hidden prizes and more. The experience resulted in significant revenue growth vs 2019 despite projections of significant declines across the Nike Air Max category at Foot Locker.
Brand: Foot Locker
Client: Foot Locker
Agency: BBDO New York