Procter & Gamble was among the companies that took home top honors in the 2014 North American Shopper Marketing Effie Awards ceremony last night at the Shopper Marketing Summit.
The awards honor the most effective shopper marketing efforts.
The gold, silver and bronze winners:
Procter & Gamble, Leo Burnett/Arc Worldwide and Starcom MediaVest Group won a Gold in the Manufacturer: Awareness/Trial category for the “Pantene Weather Program,” along with contributing agencies, Grey Group and DeVries Global. P&G landed another Gold in the Multi-Brand Shopper Solution category, with its retail partner Walmart and agency partner Saatchi & Saatchi X for “A Healthier You Starts with a Healthier Smile” for Crest Pro Health Toothpaste & Oral B Power Toothbrushes.
“Effortless Meals by Coke and Walmart,” by Coca Cola and Draftfcb, won a Gold in the Manufacturer: Single-Retailer Rollout category and a Bronze in the Manufacturer: Multi-Brand Shopper Solution category.
Target and Periscope won a Gold Shopper Marketing Effie in the Retailer: Seasonal/Event category for “Target Back to College After-Hours Shopping Events.” In the same category, Procter & Gamble, Walgreens and Leo Burnett/Arc Worldwide won a Silver for the “Walgreens/P&G — People's Choice Awards Program” with contributing agencies, One Three Media and Blue Chip Marketing Worldwide.
In the Manufacturer: Single-Retailer Rollout category, PepsiCo’s AMP Energy and Mekanism won a Silver Shopper Marketing Effie for “AMP Energy PowerDash.”
In the Manufacturer: Awareness/Trial category, American Express Canada and Ogilvy & Mather Toronto won a Bronze Shopper Marketing Effie for “Cloud 10 — Revitalizing the Airport as an acquisition channel” along with contributing agencies High Road Communications, Greater Toronto Airport Authority and Mindshare. Kimberly-Clark and Geometry Global (Chicago) won a Bronze Effie for “Cottonelle — Better Together” with contributing agencies Tris3ct, Ketchum, Mindshare and Biggs-Gilmore in the same category.
In addition, Bronze Shopper Marketing Effies were awarded in the Manufacturer: New Product/Service Introduction category to Procter & Gamble and Saatchi & Saatchi X for “Tide Pods Innovation at Walmart Shelf” and Procter & Gamble and Leo Burnett/Arc Worldwide for Vick’s “ZzzQuil Sleep-Aid.”
The summation of total points earned by both the evening’s winners & 2014 Effie Finalists will be factored into the Effie Effectiveness Index which ranks the most effective advertisers, brands, holding companies and agencies in the world. North American Effie Effectiveness rankings will be announced at the Effie Awards Gala in New York on June 5.
The complete listing of 2014 North American Shopper Marketing Effie winners is available for download: 2014 NA Shopper Marketing Effie Award Winners.
To learn who made the short list of finalists: 2014 NA Shopper Marketing Effie Finalist and Winners Listing.
For additional details about the Shopper Marketing Effie Awards: NA Shopper Marketing Effies.
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