Small Budgets - Products

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less). 

2024 GOLD

Midol - Reach for Comfort

Anybody who has experienced a period knows that the pain of menstrual cramps is just ONE symptom of many that suck. So to get people to stop reaching for the single symptom pain relievers that were in their medicine cabinet and start reaching for multi-symptom relief with Midol®, we launched “Reach for Comfort.” Through playful design and smart influencer outreach, we started a conversation that drove increases in favorability, recall, engagement and a +20% lift in sales for a fraction of the spend of competitors.

Brand: Midol®
Client: Bayer
Agency: MULLENLOWE U.S.
Language: English

2024 SILVER

Night vision has evolved.

Priced above the category, outspent by competitors, and sold only through select auto parts retailers, Bosch wiper blades were losing market share to lower-priced brands like Rain-X that employed a 10x media budget and were sold through mass retailers. To gain back share, we needed to differentiate Bosch as the category’s innovation leader to justify their premium price and a special trip to an automotive retailer. During the campaign timeframe, Bosch’s premium beam unit market share increased 6.4 percentage points, well beyond the 2.4 benchmark. 

Brand: Bosch Automotive Aftermarket NA
Client: Bosch Automotive Aftermarket
Agency: Bailey Lauerman
Language: English

2024 SILVER

Adopt a Stray

As a brand with low involvement, little money and a big purpose, Fresh Step co-opted the gaming universe to put the brand and cat adoption front and center in one of the year’s hottest games: Stray. For 48 hours gamers could play Stray using real cats in need of a home, becoming a first-of-its-kind live streaming adoption event. This collaboration resulted in nearly 15M earned impressions, a sale volume lift of 10% MoM, and a 124% surge in pet adoption applications – all done with a budget of $24K.

Brand: Fresh Step, The Clorox Company
Client: The Clorox Company
Agency: FCB Chicago
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live