volkswagen
voLKSWAGEN oF AMERICA
Tim Ellis VP-Mktg.
Brian Thomas Genl. Mgr.-Mktg. Platform
CRISpIN poRTER + boGuSKy
Steve Erich Part.-Group Acct. Dir.
Scot Beck Group Acct. Dir.
Edward Christopher VP-Acct. Dir.
Wojtek Szumowski VP-Group Dir.,
Cultural & Business Insights
Sr. Cog
Mgmt. Super.
Mgmt. Super.
Content Super.
Jamie Webb
Kam Rope
Chad Wilson
Kelly Pratl
bEAu Ty pRoDuCTS & SERvICES
SILvER WINNER
old Spice
pRoCTER & GAMbLE
Jim Urbaitis
James Moorhead
Nick Patterson
WIEDEN+KENNEDy
Britton Taylor
Jessica Monsey
Diana Gonzalez
Eric Baldwin
Jason Bagley
Sean O’Brien
Bill Morgan
Sr. Strategic Planner
Acct. Super.
Acct. Exec.
Creative Dir.
Creative Dir.
Digital Design Dir.
Media Dir.
Rou TAN booM
How do you launch a minivan into a declining segment where
the products have become commoditized? While the cultural
currency of parenting is high, the most visible signaler of family,
the minivan, had none. This campaign used German engineering
to give parents license to rethink a minivan. Before the Routan,
minivans were the price for having families. The campaign turned
the concept on its head and made the Routan so desirable that
people would have families just to get it. German-engineering
made parents desire this minivan and pay a premium for it.
SWAGGER: ThE SCENT ThAT MAKES A DIFFERENCE
In 2008, Glacial Falls was the worst-performing scent in the Old
Spice portfolio and was in jeopardy of being pulled from store
shelves. The task: to rebrand Glacial Falls and save the scent from
extinction by doubling sales. Ultimately, the scent was relaunched
as “Swagger: The Scent That Makes a Difference,” and the
campaign far exceeded its goals. Sales of Swagger deodorants
and body wash exploded, and the scent is now one of the
best-performing scents in the Old Spice line.
