New Product or Service Introduction

Any communications effort used to introduce a new product or service that is not a line extension.



Subway Series: The Dream Team of Subs

People didn’t see Subway as a brand worth craving. To combat this, Subway created a new line of sandwiches designed to satisfy food cravings. But simply introducing a new menu couldn’t change the engrained preconceptions of Subway. To drive consideration, we needed to get people to see Subway differently. By drawing parallels between cravings and fandom culture, our campaign sparked a +9.3% lift in the perception “has food I crave,” +25% lift in future consideration, and an +8.6% lift in sales achieving Subway’s highest averaged restaurant sales in 10 years.

Brand: Subway
Client: Subway
Agency: Dentsu Creative
Language: English

Something Will Come Up For Sure

Vodafone uses its 5G network and its compelling technology potential to create a service that helps Salvamont keep safe more and more people on the mountain.

Brand: Otoplus
Client: Letgo
Agency: TBWA Istanbul
Language: English

Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever.

Beam Suntory launched -196 to disrupt the seltzer-obsessed Light RTD category and become a top 3 brand by 2030. Its distinctive 'Extreme Japanese Spirit' campaign not only bucked all the category advertising trends, it established -196 as the no. 3 Light RTD within just 1 year of launch, outselling the much-hyped White Claw and Smirnoff Seltzer in the process. This was Beam Suntory Australia's most successful launch ever.

Brand: -196.0
Client: Beam Suntory Australia
Agency: The Monkeys
Language: English

2023_us_2023_e-8153-015_hero_1 My GM Rewards + My GM Rewards Card GM: A New Kind of Appreciation
2022_gl_2022_e-516-798_hero_1 Samsung Galaxy (Samsung Mobile) Unfolding the Impossible: Samsung Galaxy Foldables
2021_us_2021_e-6129-007_hero_1 Old Bay Old Bay Hot Sauce

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