bEvERAGES — NoN-ALCohoL
bRoNZE WINNER
booMER+
GoLD WINNER

Green Mountain Coffee
Campbell’s

GREEN MouNTAIN CoFFEE RoASTERS

T. J. Whalen VP-Mktg.

Susan Cote Dir.-Brand Mktg.

Rick Slade Mktg. Dir.-Creative Group Viola Cheung Mgr.-Mktg. Research & Strategic Insights

bRANDbuZZ/youNG & RubICAM Jennifer Kohl Exec. Dir.-Integrated Media Peter Herbst Creative Dir. Daniel Crumrine Creative Eric Martz Creative Mike Reese Pres. Erika Dale Assoc. Dir.-Integrated Mktg.

CAMpbELL Soup Co. James Gilbert Oliver Armstrong Tim Oswald Eric Christianson

Dir.-Global Advt.

Sr. Brand Mgr.

Assoc. Brand Mgr.

Bus. Dir.

bbDo Tom Darbyshire Melissa Martinez

Sr. VP-Creative Dir. Acct. Dir.

MEDIAEDGE:CIA

Ericka Santos

Part.

CIRCLE oNE MARKETING

Michael Dill Mngng. Part.

G2 INTERACTIvE

Andres Valencia

WEbER ShANDWICK

Jeanne McIntyre

Sr. Acct. Exec.

Sr. VP

A REvELATIoN IN EvERy Cup

In a declining, saturated and competitive market, Green Mountain Coffee made significant gains by increasing consumer loyalty. The campaign drew upon the insight that consumers unconsciously associate coffee with the need to gain clarity of thought and return after the coffee with a changed perspective. It led to a unique and relevant positioning idea that the brand could take credit for creating moments of inspiration. Creative and media strategies that encouraged consumers to take a few minutes with the brand to pause, reflect and be inspired generated 65% sales uplift in the Boston campaign area.

MANy, MANy REASoNS

Canned food has come to mean low-quality and highly processed. To bring Campbell’s condensed soup from the dusty recesses of baby boomers’ pantries and onto their tables, many misperceptions needed to be dispelled. Research helped identify compelling, convincing facts that gave boomers “Many, Many Reasons” to rediscover Campbell’s soup as authentic nourishment, real food from real farms. When they were fed the facts, they ate more soup. Significant changes in boomers’ perception of Campbell’s condensed led to a .10% growth in share.