CAMPBELL SOUP CO.
Irene Britt Genl. Mgr.-VP,
Beverages, Sauces, Meal Prep.
Darren Serrao VP-Beverages
Chris Foley Dir.-V8 Beverage
Y&R NEW YORK
James Caporimo Group Exec. Creative Dir.
Rob Schnapp Creative Dir.
John Bollinger Creative Dir.
Deborah Pawlik Sr. VP-Acct. Dir.
Laurie Newsome Acct. Dir.
Caleb Lubarsky Acct. Super.
Victoria Kaulback Brand Planning Dir.
BOP – COULD’VE HAD A V8
Despite the booming health and wellness trend, V8 was failing to
connect with consumers. The “Could’ve Had a V8” campaign revitalizes and redeploys a classic 1970s campaign, now rooting it
in V8’s point of difference: helping get one’s daily vegetables. By
tapping into the thought at the back of everyone’s mind, “I m not
getting my daily veggies” and connecting it to V8’s “easy vegetables” promise, consumers’ excuses for not getting their vegetables
are broken down. The campaign has far exceeded goals, driving
powerful, consistent volume growth and unprecedented ROI.
Diet Pepsi Max
PEPSI-COLA NORTH AMERICA
Cie Nicholson Sr. VP-CMO
Russell Weiner VP-Colas
J. Russell Findlay Dir.-Diet Pepsi Max
David Lubars CCO-Chrmn., BBDO N. Amer.
Bill Bruce CCO-Chrmn., BBDO New York
Jeff Mordos COO-BBDO New York & N. Amer.
Tracy Lovatt Exec. VP-Behavioral Planning Dir.,
BBDO N. Amer.
Cathy Israelevitz Exec. VP-Sr. Acct. Dir.
Elizabeth Campbell VP-Acct. Dir.
David Carter Sr. Creative Dir.
WAKE UP PEOPLE
Pepsi’s delicious-tasting energy cola for the masses was positioned as the antidote to the common yawn. This differentiated
Diet Pepsi Max from the hordes of new, extreme and edgy energy drinks that flooded the market in the past year. In an overcrowded and skeptical beverage market, a highly integrated
campaign helped Max experience a 12% growth in its two-month
launch, giving the entire Diet Pepsi-Cola business just the rejuvenating boost it was after.