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2024 SILVER

Knorr Taste Combos: It’s Not Fast Food, But It’s So Good

Knorr bouillon turns nutritious food into delicious meals, but faces a problem in the US. Americans don’t see healthy food as tasty. So we stole the flavor cues from the industry that dominates the idea of what delicious means… fast food. We built a campaign using classic fast food advertising tropes from booming voices, nostalgic design, elaborate food photography, and celebrity partnerships, applying them to nutritious meals. This helped get 2.6B impressions, $20M earned media, 2M recipe website visits (+70% YoY) and grew dollar sales 19%, 4x the category.

Brand: Knorr
Client: Unilever
Agency: MULLENLOWE U.S.
Language: English

2024 BRONZE

Mucus Mania

15% of consumers switch to store-brand products during a recession. When the economy got sick, we needed to differentiate Mucinex from other OTC medicines and build brand love by connecting with Power Throughers: passionate and ambitious Gen Zs and Millennials. To earn their trust we created a handle for America's slimiest mascot, Mr. Mucus. By embracing the weird side of social media, we were able to win the hearts and minds of young Americans, garnering over 685M impressions, 245M engagements, and a 24% increase in sales.

Brand: Mucinex
Client: Reckitt
Agency: INSIDE IDEAS GROUP LTD
Language: English

2024 BRONZE

Tide Power PODS: You're Gonna Need More Tide

Tide PODS needed to reignite laundry consumer’s interest in the category by promoting Tide Power PODS and upgrade them. Consumers, however, were reluctant to understand why they’d need more Tide. By borrowing from social media and online culture where life’s messes are shared, we pointed the mirror at consumer’s lives, proving just how messy their lives can be. “You’re Gonna Need More Tide” made consumers realize why they’re gonna need more Tide, increased Power PODS sales by 45% and contributed to 62% of Tide's growth in the launch quarter.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English