Commerce & Shopper: New Product/Service Introduction
Any commerce and/or shopper effort used to introduce a new product or service. New products/services may include a whole new brand, a new product from an existing brand, or a new line extension.
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PROGRAM
2024 SILVER
Bayer TriVolt
To convince deeply skeptical, profoundly change-resistant farmers, to adopt a new herbicide, we lent into the fact that they no longer believed manufacturers' claims. By helping them see the truth with their own eyes, TriVolt outsold the previously most successful herbicide launch five times over.
Brand:
TriVolt
Client:
Bayer
Agency:
BBDO Atlanta
Language:
English
2023 SILVER
Chicken Sandwich Split
In 2022, Wingstop set out to launch its biggest innovation: a chicken sandwich. The problem? Consumers were loyal to their favorite brands. Wingstop created “The Chicken Sandwich Split,” a promotion that tempted chicken sandwich fans to break up with their favorite chicken sandwich brand. After all, when you can have 12 chicken sandwiches in flavors you’ve never had before, what is the benefit to being loyal? The promotion contributed to Wingstop selling out of a 4-week supply in six days and drove acquisition rate 59% above the Q2 average.
Brand:
Wingstop
Client:
Wingstop
Agency:
Leo Burnett Chicago
Language:
English
2023 BRONZE
A Taste of Space – Coca-Cola Creations Starlight
The overall soft drink category is growing, but there was an opportunity for Coca-Cola to recruit Gen Z shoppers who are drinking soda less often. Coca-Cola Starlight appeals to Gen Z’s hunger for exploration, and Walmart shoppers were the first to be able to purchase. Starlight launched at Walmart with omnichannel tactics including Walmart’s first-ever beverage pre-order which sold out in under 12 hours. The launch lead to strong category growth (+13%), fueled by Coke TM growth (+16%), with 1 in 4 Gen Z shoppers being new to the category.
Brand:
Coca-Cola
Client:
The Coca-Cola Company
Agency:
VMLY&R Commerce
Language:
English
FINALISTS
Philadelphia Cream Cheese
Tax Free Bagel
Cheetos
Introducing the Cheetos Duster
SOUR PATCH KIDS
SPK Mystery at Circle K
