taco bell

tAco bELL coRp. David Ovens Tom Wagner Tracee Larocca Jennifer Arnoldt Scott Conway Sue Redington

DRAFtFcb Jeff Fox Teddy Brown Jeff Maerov

WEbER ShAnDWIck

Michael Schiferl

CMO
VP - Consumer Insights/Mktg.
Dir., Brand Comm.
Sr. Mgr. of Brand Experience
Acct. Super.
Sr. VP Group Mgmt. Dir.

Exec. VP, Chief Strategy Officer
Exec. Creative Dir.
Sr. VP, Group Creative Dir.

Exec. VP, Dir. of Media Relations

SInGLE IMpAct EnGAGEMEnt
GoLD WInnER

old Spice

oLD SpIcE (A p&G bRAnD) James Moorhead Brand Mgr. Shanan Sabin Asst. Brand Mgr.

WIEDEn+kEnnEDY Britton Taylor Jessica Monsey Dean McBeth Diana Gonzalez Eric Baldwin Jason Bagley Iain Tait Michael Dalton

pAInE pR

Group Planning Dir. Global Acct. Dir. Sr. Digital Strategist / Community Mgr. Acct. Super. Creative Dir. Creative Dir. Global Interactive Creative Dir. Mgmt. Super.

DRIvE thRU-DIEt

Fast food has long been blamed as a culprit of obesity. Taco Bell already had a healthier menu option, yet consumer perception was negative, and sales were unsuccessful. We needed to generate interest in an existing offering, to bring customers into our stores. The Drive-Thru Diet menu was introduced, using Taco Bell’s 5,800 drive-thru locations nationwide, as a way to grab food to a way to grab control. Using a fully integrated shopper marketing campaign, we repositioned the competition, reframed the Taco Bell brand, and achieved successful business results.

"thE MAn YoUR MAn coULD SMELL LIkE"

RESponDS to thE IntERnEt

How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized You Tube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What’s more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.