Super Sundays
As the marketing world’s various disciplines continue to be viewed as an integrated whole, it’s only fitting that industry award programs do the same.
Washington, DC-based American Advertising Federation (AAF) earlier this summer did just that by adding an FSI category to its annual ADDY awards, replacing the recognition program previously handled by the FSI Council, Chicago.
Winners and honorable mention recipients were named in three categories: food and beverage, household products, and health and beauty care. Here’s a quick look:
FOOD AND BEVERAGE
Winner: Englewood Cliffs, NJ-based Unilever Bestfoods won for an eye-catching FSI hyping Wish-Bone Just 2 Good reduced-fat salad dressing. The page carried copy praising the dressing’s “2 grams of fat, 1 bazillion grams of flavor” and a pair of 50-cent coupons. A sweeps overlay dangled a spa resort vacation. The FSI helped drive Wish-Bone’s market share up 18.5 percent and Just 2 Good case volume up 16 percent. Alcone Marketing, Darien, CT, handled.
Honorable Mention: London-based Reckitt Benckiser earned second place for a fun ad supporting French’s mustard that boosted sales 11 percent. Source Marketing, Westport, CT, handled.
HOUSEHOLD PRODUCTS
Winner: Playtex Products, Westport, CT, won for an FSI supporting the Living Gloves line. The company used the FSI to hold off competitors, recruit new customers, and reward current ones. Copy highlighted the brand’s category-leading position and its attributes (protection, comfort, flexibility, strength). A $1 coupon bolstered the message. Sales jumped 14 percent and market share rose seven points during the promotional period. Playtex handled in-house.
Honorable Mention: Hamilton Beach/Proctor-Silex, Washington, DC, got the word out about new True Air plug-in air cleaners with an ad that helped make it the best-selling small appliance. DDB, Chicago handled.
HEALTH AND BEAUTY CARE
Winner: L’Oreal leveraged spokesperson Portia de Rossi (of Ally McBeal) and a sponsorship of the Golden Globes in an ad featuring the flaxen beauty and a $1 coupon for Color Vive hair coloring. The FSI redeemed at a level more than 35 percent higher than industry average. McCann-Erickson, New York City, handled.
Honorable Mention: CNS, Inc.’s FSI introduced Breathe Right strips for colds with a scratch-and-sniff image and a coupon. Incremental volume rose significantly. Campbell Mithun, Minneapolis, handled.
