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Effie Awards Honor Shopper Marketing Campaigns

SCHAUMBURG, Ill. — The 2013 Shopper Marketing Effie award winners were honored last night during the second day of the Shopper Marketing Summit.

Effie award winners
Peter Hoyt (left), executive director and CEO of the Path to Purchase Institute, presents the Procter

The Effies recognize integrated campaigns that best demonstrate how to effectively solve the shopper marketing challenge, connect with the shopper, influence her along the path to purchase and inspire her to become a buyer.

The winners were honored at a “Shopper Marketing Celebration,” sponsored by Menahsa and Valassis.

They are:

Manufacturer: Loyalty, Awareness, Sales, or Trial

"The Great American Try-On"
Company: Kimberly-Clark (Depend)
Agencies: OgilvyAction; Ogilvy & Mather; Marina Maher Communications Inc.; Organic Inc.; Mindshare

“Latte Love"
Company: Milk Processors Education Program (MilkPEP)

Agencies: Draftfcb; Deutsch NYC; Weber Shandwick

"Aussie Six-Pack"

Company: MillerCoors (Foster's)

Agencies: Leo Burnett/Arc Worldwide; Madden Communications Inc.

Retailer: Loyalty, Awareness, Sales, or Trial

In-Hotel Credit Card Acquisition

Company: InterContinental Hotels Group
Agency: OgilvyOne Worldwide

Manufacturer: Single-Retailer Rollout

Kellogg’s Walmart Back-to-School Program

Company: Kellogg Co.
Agency: The Integer Group

Diet Coke and Target "Young Designer Challenge"
Company: Coca-Cola North America

Agencies: Wieden+Kennedy and Fast Horse Inc.; Arc Worldwide

Bronze (2):
"Follow Lolo Run"

Company: Procter & Gamble

Agencies: Upshot; Blue Chip Marketing Worldwide

Febreze Fall and Holiday Innovation Plan
Company: Procter & Gamble

Agency: Saatchi & Saatchi X

Manufacturer: New Product/Service Introduction

Febreze Car Air Freshener Launch at Walmart

Company: Procter & Gamble

Agency: Saatchi & Saatchi X

Rocksmith "The Authentic Music Game Experience"

Company: Ubisoft

Agency: Midnight Oil Creative

Manufacturer: Multi-Brand Shopper Solution

"Power Their Potential" Back-to-School Program

Company: Quaker Oats

Agency: Saatchi & Saatchi X

A summation of total points earned by both the evening’s winners & 2013 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 May 22nd. Complete worldwide rankings by region will be revealed in June.

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