Chief Marketer Staff

• 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

• 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

• 2009 PRO Awards: Interactive Aquarium

  Carnival Cruise Lines has strong awareness, but was having difficulty overcoming misconceptions about cruises in general

• 2009 PRO Awards: Polar Bears on the Thames

  UKTV launched Eden, a new natural history TV channel, in October 2008 to compete head to head with Discovery Channel

• 2009 PRO Awards: The Dark Knight $10K Giveaway

  Domino’s wanted to increase its online order business over the summer, a time when people are generally outdoors and barbequing and it’s hard for pizza restaurants to get consumer attention

• 2009 PRO Awards: Fill the Plane

  Online travel is a treated by consumers as a commodity sector with little loyalty. All strategies tended to be the same: price. Orbitz wanted to break out of the pack

• 2009 PRO Awards: Doritos Crash the Super Bowl

  Doritos wanted to help consumers “Crash the Super Bowl” by letting them create their own ads

• 2009 PRO Awards: Purex Saves Green

  Purex Natural Elements is an environmentally friendly value-priced laundry detergent in a very crowded market

• 2009 PRO Awards: The Gore-Tex Know What’s Inside Tour

  W.L. Gore felt the best way to get consumers to request and buy their products was to let them experience the difference

• 2009 PRO Awards: Milk-Bone Celebrates 700 Dog Years

  Milk-Bone is a mature brand with a strong hold on its position. However, Del Monte wanted to increase frequency of use