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Posts tagged ‘SABRE AWARD 2012’

2012 SOBRE AWARD: World’s Number One Ice Cream in the U.S. Magnum Ice Cream

INDUSTRY SECTOR CATEGORIES CONSUMER GOODS

FOOD AND BEVERAGE: Launching the World’s Number One Ice Cream in the U.S.  Magnum Ice Cream (Unilever) with GolinHarris

GolinHarris devised a creative campaign for Magnum Ice Cream that spoke to its target demographic’s aspirational lifestyle. Instead of asking, “How do we launch an ice cream bar?” the firm asked, “How do we introduce a luxury item?”. (more…)

2012 SABRE AWARD: How Amstel Light Shared a Single Beer with 115 Million People

SPECIALIST AUDIENCE – MARKETING TO MEN

Boston’s Brewin’: How Amstel Light Shared a Single Beer with 115 Million People  – Amstel Light, HUSA with MSLGROUP

The Challenge

The Amstel Light brand had lost its relevance in the 15 years since it hit the U.S. market. With declining sales, Amstel Light was barely on the radar of its target audience – men, age 25-34. It had become the ‘safe’ beer – no real personality, nothing distinctive, no real reason to be a part of timely guy conversations – and it began to communicate in a ‘safe’ way too. Amstel Light needed to show guys that it was still relevant, and, internally, the brand needed a winning effort to prove to decision makers that it could still break through. (more…)

2012 SABRE AWARD: Pampers “Little Miracle Missions”

SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN 

Pampers “Little Miracle Missions” – Pampers with Citizen Paine

In celebration of its 50th birthday, Pampers is recognizing how much parenting has changed over the years, and is sharing their belief that every baby is a little miracle that deserves to be celebrated, supported and protected, by unveiling its Little Miracle Mission campaign – a program that delivers acts of kindness to miracles and their families while encouraging parents to support others. (more…)

2012 SABRE AWARD: OLD SPICE MANO A MANO IN EL BAÑO

DIGITAL AND SOCAL MEDIA / DIGITAL CAMPAIGN

Old Spice Mano a Mano in el Baño Campaign – Old Spice with Citizen Paine and Weiden+Kennedy

International model and icon Fabio rembarked on a quest to become the new Old Spice Guy, debuting his very own Old Spice ads touting the Old Spice Fresh Collection on TV, online, through social media and elsewhere. This was followed by a series of taunt videos designed to get the attention of Old Spice’s fans and Isaiah Mustafa, a video challenging Isaiah to a duel, and finally, a two-day all-out Internet duel delightfully dubbed Mano a Mano in el Baño. Fans were able to follow the duel in real-time by visiting Old Spice’s YouTube channel and could also submit their comments or challenges to their preferred Old Spice Guy.

Better tomorrow,

PR Pret-a-Porter.

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