Schick quattro for Women

NEW pRoDuCT oR SERvICE
bRoNZE WINNER

Truvia Natural Sweetener

SChICK WILKINSoN SWoRD

Adel Mekhail VP-N.A.

Jeffrey Chapman Global Dir.-Brand Comm. Cindy Abella Global Segment Dir.-Women’s Wendy Salustro U.S. Segment Dir.-Women’s

CARGILL Zanna McFerson Ann Tucker

Bus. Dir.-Truvia Brand Dir.-Mktg. & Comm., Truvia Brand

JWT Claire Capeci Jason De Turris Billy Faraut Howard Lenn

Global Business Dir.

Planning Dir.

Art Dir.

Copywriter

MEDIAEDGE:CIA

Rachel Israel

oGILvy & MAThER

Joe Sciarrotta Mngng. Dir.-Chief Creative Dir. Donna Charlton-Perrin Part.-Group Creative Dir. Tereasa Surratt Creative Dir. Graceann Bennett Sr. Part.-Dir., Strategic Planning Kerry O’Connell Sr. Planner Becky Getz Sr. Part.-Dir., Acct. Mgmt. Nicole Apple Part.-Group Acct. Dir. Emily Monroe Mgmt. Super.

uNIvERSAL McCANN
AMpLITuDE MARKETING GRoup
boLIN MARKETING
LIppE TAyLoR

pERISCopE
RF bINDER
FRoM pRIvATE buZZ... To CuLTuRAL CoNvERSATIoN
Schick was launching the world’s first all-in-one razor and bikini
trimmer, and figuring out how to talk about this delicate
subject was a challenge. It was discovered that women speak
in code when it comes to “down there,” using metaphors that
span irreverent to tongue-in-cheek to downright funny. Utilizing
this ladiescaping language, Schick launched an integrated
campaign that gave women license to talk, blog and literally
sing the praises of the Schick Quattro for Women TrimStyle.

TRuvIA NATuRAL SWEETENER LAuNCh

Truvia was launched in the U.S. market in the fourth quarter 2008 as the very first natural sweetener alternative. The brand introduced an entirely new segment of the sweetener category to an already skeptical user base. Truvia focused on a key point of differentiation — honest sweetness, something no other brand could own. The brand has surpassed all goals and expectations achieving 5% market share and over 30% brand awareness within the first six months of launch.

So here we are at the Effie Awards and we’re all wearing grown-up shoes and smiling ’til it hurts and shaking hands and trying to remember people’s names and praying the line for the bar is not too long and schmoozing and air kissing and secretly checking our text messages under the table but all of that is just killing time because the only thing we’re all really here for tonight is the irresistible chance of being served a great big fat golden statue for dessert.

S: 10”

T: 10.875” B: 11”

CRGCRGTBT10011K011C_FY10_EffieAwardBook_PrintAd_F.indd 1

05.13.10 16:40:01

DOCUMEN T PATH: Studio:Volumes:Studio:Clients:Truvia:Mechanicals:CRGCRGTBT10011K011_FY10_EffieAwardBook_PrintAd :CRGCRGTBT10011K011C_FY10_EffieAwardBook_PrintAd_F.indd

AGENCY JOB NO.: CRG.CRGTBT.10011.K.011
DIVISION/OFFICE: Ogilvy/Chicago
STUDIO JOB NO.: CRG.CRGTBT.10011.K.011
VERSION: C
REVISION: Final
NO. OF PAGES: 1 of 1
FILENAME: CRGCRGTBT10011K011C_FY10_
EffieAwardBook_PrintAd_F.indd

AD TI TLE: FY10 Print Ad for Effie Award Book

CLIENT: Truvía

CLIENT JOB NO.: None BRAND: None

PRODUCT: Print Ad CODENAME: None

JOB TYPE: Print Ad

JOB CATEGOR Y: Truvía Mechanical TO APPEAR IN: Effie Award Book

DATE/TIME: 5-13-2010 4: 40 PM OPERATOR: Rubani.Shaw

SLUG FONTS: DIN Light, DIN Regular FON TS: Truvia (Regular)

IMAGES: truviaGROUp03_V1.psd (1885 ppi; CMYK)

COLOR PROFILES: None
TRAPS: None
DIE CUT: None
COLOR SWATCHES: Cyan
Magenta
Yellow
Black

BLEED: 8. 5” w x 11” h TRIM: 8. 25” w x 10.875” h

LIVE: 7. 25” w x 10” h DUPLEX: No

SCALE: 1”: 1” PRINTED AT: 100%

RESOLU TION PLACED: None

EXEC. CREATIVE DIRECTOR: None
CREATIVE DIRECTOR: T. Surratt
AR T DIRECTOR: J. Thorpe
COPY WRI TER: D. Charlton-Perrin
ACCOUN T: A. Gray
PRIN T PRODUCER: L. McDonald
TRAFFIC: L. Brown
ART BUYER: None
ENGRAVER: None