g REGGIE Awards | ANA Marketing Knowledge Center | ANA

REGGIE Awards

  • Pockets 4 Bits: Gamer Snacks Level Up

     REGGIE Awards   May 21, 2021  

    Hot Pockets drove demand and sales by speaking directly to the young people who consume their products, engaging them via livestreaming platform Twitch.

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  • Powering the Joy of Movement

     REGGIE Awards   May 21, 2021  

    GSK Consumer Healthcare inspired shoppers and drove conversion at top retailers with a 360-degree program that intercepted shoppers at key moments.

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  • Procter & Gamble’s Virtual #NFLDraftRedCarpet

     REGGIE Awards   May 21, 2021  

    Following the NFL’s decision to make the NFL Draft virtual due to the COVID-19 pandemic, Procter & Gamble (P&G) and its brands stepped in to give prospects an innovative, virtual #NFLDraftRedCarpet.

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  • Promoting Cheese Through Virtual Events

     REGGIE Awards   May 21, 2021  

    To overcome the obstacles to marketing presented by the pandemic, the Dairy Farmers of Wisconsin hosted an array of virtual cheese-appreciation events.

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  • Return to School Safely

     REGGIE Awards   May 21, 2021  

    School Specialty created a robust 360-degree B2B campaign to help educators and students return to school safely during the COVID-19 pandemic.

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  • Rick and Morty and Pringles

     REGGIE Awards   May 21, 2021  

    Pringles harnessed the power of animated characters Rick and Morty in a cross-media campaign.

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  • RITZ Cheese Crispers Launch — Albertsons Companies

     REGGIE Awards   May 21, 2021  

    Mondelēz launched its new RITZ Cheese Crispers product at Albertsons Companies stores during the COVID-19 pandemic.

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  • Simmons Snoozzzapalooza

     REGGIE Awards   May 21, 2021  

    The pandemic re-launch of Simmons brought the oldest mattress brand to the newest social platform for the youngest consumers with the first-ever TikTok music festival, “Snoozzzapalooza.”

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  • Snickers Hungriest Player 2020

     REGGIE Awards   May 21, 2021  

    Snickers gave NFL fans, players, and teams the chance to celebrate the “Snickers Hungriest Player” each week of the NFL season in a cross-media campaign.

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  • Summer of Funlightenment

     REGGIE Awards   May 21, 2021  

    During the COVID-19 pandemic, Blue Bunny launched the Summer of Funlightenment campaign, a series of brand events and promotions.

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  • TD Thanks You

     REGGIE Awards   May 21, 2021  

    TD Thanks You videos showcased and supported the positive actions of customers and colleagues making a big impact during the COVID-19 pandemic.

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  • The Big String Cheese Debate

     REGGIE Awards   May 21, 2021  

    By sparking a debate among consumers about the proper way to string cheese, Saputa Dairy USA turned a simple question into an integrated marketing campaign that increased brand awareness around its Frigo Cheese Heads brand.

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  • The Cool Ranch

     REGGIE Awards   May 21, 2021  

    Leveraging a reemergence of Old West style in pop culture, icons Sam Elliot and Lil Nas X, a TikTok hashtag challenge, and the biggest stage in marketing, PepsiCo relaunched its famous Cool Ranch Doritos product and helped to endear it to a new generation of consumers.

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  • The CROWN Act

     REGGIE Awards   May 21, 2021  

    Unilever’s Dove brand envisioned a more equitable and inclusive experience for Black people. To help make progress, Dove co-founded the CROWN Coalition, which advocated for the CROWN Act to make hair discrimination illegal across America.

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  • The Dos Equis Seis-Foot Cooler Makes Social Distancing More Interesting

     REGGIE Awards   May 21, 2021  

    Heineken USA’s Dos Equis brand created a Seis-Foot Cooler to help provide friends and family a safe way to meet up and share a beer while remaining socially distant during the COVID-19 pandemic.

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  • The First-Ever TikTok Reality Show: Eyes. Lips. Famous.

     REGGIE Awards   May 21, 2021  

    With the first-ever TikTok reality show, e.l.f. Cosmetics invited generation Zers in the TikTok community to join and watch, as three top influencers mentored three lucky contestants to help improve their use of cosmetic products.

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  • The Uncensored Library

     REGGIE Awards   May 21, 2021  

    Reporters Without Borders needed a way to reach young people under strict online censorship. Using the popular video game Minecraft, which is available even where media is blocked, the brand was able to disseminate censored articles by acclaimed journalists to people who otherwise wouldn’t be able to see them.

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  • This Crayola Campaign Pushes Diversity Forward

     REGGIE Awards   May 21, 2021  

    Crayola’s Colors of the World crayons feature 24 specially formulated colors representing over 40 global skin tones. Through a partnership with a global skin tone expert and an integrated marketing campaign, the new inclusive crayon colors were uniquely developed and communicated to the world.

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  • UnliMINTed

     REGGIE Awards   May 21, 2021  

    With competitors upping their prices and demanding more from customers, Mint Mobile decided to do the opposite, launching an unlimited mobile phone plan that cost $30 a month and then convincing those customers they didn’t even need unlimited at all.

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  • Virtual National Forest

     REGGIE Awards   May 21, 2021  

    Ferrara Candy Company’s Black Forest brand helped rebuild forests with its “Virtual National Forest” campaign on Instagram. The brand pledged to donate $1 every time a fan commented a hashtag heart on posts of trees, raising a total of $500,000 for the National Forest Foundation.

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