Chief Marketer Staff
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2009 PRO Awards: My Coke Rewards
MyCokeRewards has more than 12 million members, but to keep them excited about the brand and the loyalty program, Coca-Cola needed a fresh approach to its program
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2009 PRO Awards: Feed the Senses
Friskies dry cat food was struggling to differentiate itself in the marketplace. Cat owners liked variety, but instead of buying multiple Friskies products, they were buying across brands
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2009 PRO Awards: Doritos Unlock the Xbox
Statistics showed that Doritos’ competitors were outspending the brand two to one, and its recent messages weren’t breaking through the clutter. Doritos needed to rejuvenate brand awareness within its target.
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2009 PRO Awards: International Truck Stop
Truck maker International Truck was not perceived as major player in the Class 8 Heavy category and decided to build a truck specifically for owner operators/leasing operators
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2009 PRO Awards: UR Votes Count
General Growth Properties is the second largest owner/manager of malls in the United States, but they are losing the younger audience to online retailers
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2009 PRO Awards: ‘SCOTT® Dichomania!
In 2007, Scott created a “dichonario”, a multimedia dictionary of Spanish proverbs. Playing off the success of that campaign, in 2008, Scott launched Dichomania!
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2009 PRO Awards: ‘HUGGIES® and PULL-UPS® “El Tren de Vida de Mamá”
“Tren de vida” literally translates as “train of life” but it generally means “the pace or rhythm of daily life.”
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2009 PRO Awards: Doritos The Quest
Doritos was once the number one chip, but competition had increased consumers’ expectations for more and over the last four years, their market share declined
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2009 PRO Awards: PEDIGREE® MILLION DOG MOSAIC
In 2008, PEDIGREE launched the PEDIGREE Adoption Drive Foundation (PADF), a nonprofit organization dedicated to helping shelters and rescue groups find homes for loving dogs
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2009 PRO Awards: Interactive Aquarium
Carnival Cruise Lines has strong awareness, but was having difficulty overcoming misconceptions about cruises in general