BeverAGes — non-ALCohoL
siLver Winner
California milk
Processor Board
CALiforniA miLk ProCessor BoArd
W. Stephen James Exec. Dir.
GrUPo GALLeGos
Montse Barrena
Verena Sisa
Favio Ucedo
Juan Oubiña
Holly McGavock
Nora Ayala
Sharon Cooper
Curro Chozas
Saul Escobar
Group Acct. Dir.
Dir., Planning and Rsch.
Creative Dir./Principal
Group Creative Dir.
Strategic Planner
Acct. Super.
Assoc. Media Dir.
Assoc. Creative Dir.
Assoc. Creative Dir.
seLLinG heALth And BeAUty By the GALLon
We’d done a great job educating Hispanics about the benefits of
milk, but that was making it hard to keep their attention with the
same old messages. We had to find a way to get their attention.
In fact, we were going to have to stop selling milk and start selling
something else entirely. The campaign surprised Hispanics alright.
After only a few months, awareness of the campaign was at a
whopping 72% and Hispanics were drinking more milk.
Gatorade
GAtorAde
Sarah Robb O'Hagan
Morgan Flatley
Heather Smith
Stephen Moffat
Carla Hassan
tBWA\ChiAt\dAy LA
Jimmy Smith
Jayanta Jenkins
Donna Lamar
Jaclyn Corr
Daniel Teng
omd
CMO
Dir. of Mktg. Comm.
Dir. of Strategy & Insights
Mgr., Mktg. Comm.
Dir. of Mktg. Comm.
fLoAt Like A BUtterfLy, stinG Like A Bee
In 2008, Gatorade launched G2, a low-calorie version of Gatorade.
G2 first announced itself as an ”Off-Field Lifestyle“ beverage for
leisure drinking occasions. But this positioning wasn’t resonating
and older athletes were leaving the brand. In 2010, we borrowed
the words of Muhammad Ali to reposition G2. Ali’s legendary
quote, ”Float like a butterfly, sting like a bee“, communicated
the dual product proposition of not filing you up, yet still providing
you what you need to perform. As a result, low-calorie awareness
increased 75%, driving a year-on-year sales increase of 23%.
