SNACKS, DESSERTS & CoNFECTIoNS
GoLD WINNER
SNACKS, DESSERTS & CoNFECTIoNS
SILvER WINNER
SNACKS, DESSERTS & CoNFECTIoNS
SILvER WINNER
SNACKS, DESSERTS & CoNFECTIoNS
bRoNZE WINNER

orbit Gum — big pak
Lay’s
SunChips
Extra

WM. WRIGLEy JR. Co. Paul Chibe Victor Mehren Melinda Lewis Sara Adams

VP-Genl. Mgr., Gum & Mints Mktg. Dir. Sr. Mktg. Mgr. Mktg. Mgr.

FRITo-LAy NoR Th AMERICA

Gannon Jones VP-Mktg.

Dave Skena VP-Lay’s Portfolio Kate Garner Sr. Product Mgr.-Lay’s Linda Bethea Mktg. Mgr.-Lay’s Jim Meier Insights Mgr.-Strategy & Insights

FRITo-LAy NoR Th AMERICA
Gannon Jones VP-Mktg.
Thomas Oh Dir.-Mktg., SunChips
Carrie Walsh Dir.-Mktg., SunChips
Dan Moisan Mktg. Mgr.-SunChips
Will Leach Group Mgr.-Strategy & Insights

WM WRIGLEy JR. Co.
John Kelly
Lucas Erickson
Rachel Ingle

Sr. Mktg. Dir.

Sr. Mktg. Mgr.

Asst. Mgr.-Consumer Insights

ENERGy bbDo Kaite Clow Pete Ruest Greg Morrison Tim Mattimore John Fiebke

Sr. VP-Sr. Acct. Dir.

VP-Acct. Super.

Acct. Exec.

Creative Dir.-Art Dir.

Creative Dir.-Copywriter

JuNIpER pARK Jill Nykoliation Terry Drummond Alan Madill Barry Quinn Chris Hunter

JuNIpER pARK Jill Nykoliation Terry Drummond Alan Madill Barry Quinn Shelly-Ann Scott

DDb Heather Malenshek Michelle Schaefer Kristin Barbour Dick Tracy

Sr. VP-Group Strategy Dir.

VP-Strategy Dir.

Sr. VP-Group Business Dir.

VP-Group Creative Dir.

TRIbAL DDb

Liz Taylor

Creative Dir.

MINDShARE WoRLDWIDE
oMD
oMD
MINDShARE
TRIbAL DDb
DIG CoMMuNICATIoNS

In 2009, Wrigley launched Orbit Big Pak, an upsized pack of gum. The campaign had to drive awareness, restore brand perception of cool and innovative and re-connect with Orbit loyalists. By creating an original rap artist named Big Pak with campaign elements and a rollout strategy similar to how the music industry introduces a new artist, the line between commerce and contemporary culture was blurred. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty and improved consumer perceptions of Orbit as a cool and innovative brand.

hAppINESS IS SIMpLE

Lay’s is an iconic American brand that has historically dominated the snack category. But in recent years Lay’s had become stagnant amid perceptions it is the poster child for junk food. This campaign flipped misperceptions about the product and re-ignited consumers’ love affair with the Lay’s brand.

buILDING A pRE-EMINENT GREEN bRAND

SunChips, made from whole grains, have long enjoyed a reputation as a healthier snack. But in recent years, the brand faced new competition in this space. Recognizing that consumers were now making a connection between their health and the planet’s, SunChips was repositioned as the pre-eminent green snack. In 2009, SunChips showed that it’s not enough to talk about being green; a brand has to take action. And even the act of selecting a chip can be a choice for positive change in the world.

Ex TRA SNACKDo WN

After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. Unlike these new players, Extra was stuck in the past. It was important to bring the brand into the present and position it for the future. Establishing Extra as a weight management tool freshened the brand by demonstrating new relevancy and connecting with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.