brita
SILvER WINNER
DAvID vS. GoLIATh
Kia
ThE CLoRox Co.
Suzanne Sengelmann
Mary O’Connell
Drew McGowan
VP- Mktg.
Dir.-Interactive
Sr. Group Mgr.-PR
KIA Mo ToRS AMERICA
Michael Sprague VP-Mktg.
Tim Chaney Dir.-Mktg. Comm.
DDb WEST
Lisa Bennett
Stacey Grier
Vicki Sanders
Mark Lewis
Mike Andrews
CCO
Chief Strategic Officer
Group Acct. Dir.
Planning Dir.
Group Creative Dir.
DAvID & GoLIATh
David Angelo
Colin Jeffery
Russell Wager
David Measer
Kaleen Ogden
Brook Dore
Chrmn.-CCO
Exec. Creative Dir.
Mngng. Part.-Group Client Dir.
Strategic Planning Dir.
Strategic Planner
Acct. Dir.
EDELMAN
Susan Peters
Elaine Canevaro
Exec. VP
Sr. VP
INITIATIvE+
Fred Sattler
Exec. VP
oMD
INNoCEAN WoRLDWIDE
In the early 2000s, the beverage behemoths started investing
upwards of $50 million annually each marketing their bottled
water brands. Soon, people were drinking 8. 6 billion gallons of
bottled water per year. That’s a lot of water and importantly, a
lot of plastic bottles. Brita set out to convert at least some of the
250 million-plus bottled water drinkers to its filtered water drinkers.
To do that, they were asked to please, “Drink Responsibly.”
KIA SouL vS. SCIoN xb
Kia launched Soul to directly compete with Scion xB and to start a
conversation with a younger audience that they never had before.
“Soul. A New Way to Roll,” the campaign rallying cry, embodied
a challenger spirit intent on challenging the category leader,
winning market share and connecting with a whole new
audience. Soul’s launch successfully sold the cars, stole market
share and embedded itself squarely in popular culture on its way
to one of 2009’s most successful car launches.
