houSEhoLD SuppLIES & SERvICES
GoLD WINNER
houSEhoLD SuppLIES & SERvICES
SILvER WINNER

pull-ups
Sherwin-Williams
paint Store Group

KIMbERLy-CLARK Michael Krebsbach Pete Sawin Trisha Witt

ShER WIN-WILLIAMS Karl Schmitt Ellen Moreau Debbie Colberg Amy Schmidt

VP-Mktg. & Merch.

VP-Mktg. Comm.

Dir.-Retail Comm.

Sr. Media Mgr.

JWT Richie Glickman Lauren Turner Libby Schaub Karyn Rockwell Zahida Virani

Creative Dir. Group Planning Dir. Planner Global Bus. Dir. Acct. Dir.

McKINNEy Denis Budniewski Jeremy Holden Ellen Steinberg Kelly Quinn Amy Baker Walt Barron

Sr. VP-Group Acct. Dir.
Part.-Exec. VP, Dir.-Acct. Planning
Part.-Exec. VP-Group Creative Dir.
Acct. Super.
VP-Assoc. Media Dir.
VP-Sr. Acct. Planner

MINDShARE ChICAGo

Bohb Blair Dir.-Invention Joanna Tapio Assoc. Dir.-Invention

EDELMAN

Publication(s): Effie Winners Journal
Live: 7. 25” x 10”
Trim: 8. 25” x 10.875”
Bleed: 8. 5” x 11.125”
Studio: Andrew Bennett
Prod. Mgr.:
Traffic Mgr.: Heather Norton

po TTy TRAINING STINKS

In late 2008 and early 2009, the faltering economy created a crisis for Pull-Ups. Stressed-out families were postponing potty training, and Pull-Ups’ household penetration declined for the first time ever. The challenge was how to make training feel less intimidating. The campaign grew out of the recognition that parents intuitively use rituals to help kids learn new things in a fun way. Inspired by classic “gotta go” signs, the Pull-Ups Potty Dance was born. It was a hit, surpassing goals, and achieving Pull-Ups’ highest share level in a year.

ASK ShERWIN-WILLIAMS

Sherwin-Williams has defined the paint category for 143 years and is the professional contractors’ paint of choice. Growth would come from the do-it-yourself segment. Yet despite having 3,300 stores, Sherwin-Williams had achieved negligible penetration in do-it-yourself compared to big-box operators, Home Depot and Lowe’s. The challenge was twofold: Get on the radar of do-it-yourself painters, and find a message compelling enough to overcome the price and convenience offered by big-box stores. The campaign not only grew awareness and consideration but also sales of premium do-it-yourself paints by 15%.