Consumer Launch Campaign of the Year 2011

Sponsored by PepsiCo

?Winner: Ketchum and Absolut Vodka: The Stoop Life Movement

Absolut Vodka and Ketchum thoroughly impressed judges with "The Stoop Life Movement" campaign that launched Absolut Brooklyn, a limited-edition flavor created in collaboration with filmmaker Spike Lee.

"Truly innovative, targeted, focused, and inspirational," said one judge.

Designed by Lee, the bottle depicts a brownstone stoop. The campaign celebrated Brooklyn's "Stoop Life" and positioned Absolut as a brand with deep understanding of the borough. Tactics included blogger and media relations, social media outreach, local partnerships, and events.

"Great imagery that encompasses the Absolut legacy - artistry, innovation, localization," said one judge. "The Brooklyn state of mind lived throughout all campaign elements."

The campaign drove growth and brand awareness in the cluttered flavored vodka market, contributing to record sales with 18,000 cases in 12 weeks. It also earned more than 550 media placements (145 million media impressions), which surpassed the objective by 200 unique placements and more than doubling impressions garnered in previous limited-edition launches.

Blogger engagement was important given the large blogger population in Brooklyn, and the campaign kicked off at the Brooklyn Blogfest on June 8 with Lee introducing BrooklynStoopLife.com. Blogger partners contributed "stoop stories" to the site.

Additional partnerships were formed with locals in art, music, film, and fashion. A June 9 press conference/check presentation was held to donate $50,000 to Habitat for Humanity-NYC. Other tactics included a June 10 launch party with media and celebrities, Absolut's Twitter launch, and expanded Facebook engagement.

One judge praised the team for mobilizing a "diverse group of key influencers" and "effectively associating the brand with lifestyle."

The campaign won the 2010 "Blog Worthy Award" for best blogger community outreach. It also garnered coverage in more than 30 Brooklyn-specific blogs. Additional outlets covering the story included New York Magazine, New York Daily News, Time Out New York, NBC's Talk Stoop, and NY1. Twitter reach exceeded 2.5 million followers.


Honorable Mention:
Ketchum West and The Skinny Cow: The Perfect Cup

Judges called the ice cream tasting/bra-fitting events devised to launch Skinny Cow Cups a "perfect fit for the brand." Within just five weeks, sales rose 47% above forecast and Skinny Cow became share leader in the cups category. The success represented the brand's "single-most important growth driver" last year. Events registration topped 7,600; the sweepstakes drew nearly 3,000 entries; website visits increased 185%; and Facebook fans jumped 41% to more than 50,000. "The perfect integrated mix," said one judge.


The Award
Recognizes the launch of a new product or service through the use of PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are the essential factors in determining the winner.


Finalists 2011

Dig Communications and Blue Moon Brewing Co.: A Once in a Blue Moon New Year's Eve

Ketchum and Absolut Vodka: The Stoop Life Movement

Ketchum West and The Skinny Cow: The Perfect Cup

MWW Group and Volkswagen of America: Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device

WPP and Ford Motor Company: Revealing the New Ford Explorer


Sponsor:
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to consumers in 200-plus countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose.

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