REGGIE Awards
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This Bread Company Looked to its Heritage for a Rebrand
REGGIE Awards April 17, 2024The Arnold, Brownberry, and Oroweat (ABO) bread brand was losing popularity in the category it had built. Realizing the value of heritage, ABO embraced its "oldness"— and enlisted some bold grandmas to launch its “Baked the Right Way” campaign to reposition its brand.
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This Candy Company Attracted Halloween Attention with an AI Film Fest
REGGIE Awards April 17, 2024For Halloween, Airheads created a horror movie film festival featuring films made entirely with artificial intelligence (AI).
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This Group Hit the Jackpot by Leveraging New Jersey’s Passion for Debate
REGGIE Awards April 17, 2024With campaign creative that centered around one of New Jersey’s most popular debates, the Northstar New Jersey Lottery Group was able to flip the script and turn a typically slow summer season into a business jackpot.
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This Ice Cream Brand Remixed Video Games to Achieve Stellar Business Results
REGGIE Awards April 17, 2024Keying in on Singaporeans’ passion for gaming and winning, ice cream brand Magnum developed a series of remixed video games, available online and in a customized arcade, to promote its 2023 flavor remixes and recapture the hearts and minds of customers.
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This Pharma Brand Leveraged Micro-Influencers
REGGIE Awards April 17, 2024Moderna capitalized on micro-influencers to inspire online communities that would spread the word about the need for vigilance in protecting against COVID-19 and about its own COVID-prevention product, Spikevax.
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This Snack Brand Orchestrated a "Breaking Bad" Reunion
REGGIE Awards April 17, 2024Teaming up with iconic Breaking Bad characters on the biggest stage, the Super Bowl, snack brand PopCorners undertook a campaign that demonstrated how iconic characters and an established visual style can be applied innovatively to a completely new context to propel brand equity.
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This Truth Campaign Offers a Masterclass in Authentic Influencer Marketing
REGGIE Awards April 17, 2024To combat a rapid rise in youth vaping, the Truth Initiative partnered with a TikTok influencer on her own quitting journey, leveraging her authentic story to create content that would overcome youth distrust of brands and inspire others to give up the harmful habit.
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ZzzQuil Reframes the Benefits of a Good Night’s Sleep
REGGIE Awards April 17, 2024ZzzQuil flipped the sleep category on its head, shifting the message to reach younger active Walmart shoppers suffering sleepless nights in life’s most wakeful moments. The breakthrough omnichannel campaign focused not just on the discomfort of nights spent tossing and turning, but on the benefits of a restful night to one’s daytime experiences, leading “Better Sleep for Better Days” to deliver results for the brand, retailer, and shopper.
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Absolut Appeals to Concert-Goers with a Metaverse Activation
REGGIE Awards May 21, 2023Absolut extended into the metaverse with Absolut.Land, a one-of-a-kind blended activation at Coachella, featuring innovative experiences inspired by the brand’s products, heritage, and passion points. The multi-level journey unlocked surprise moments, product promos, and unique metaverse experiences.
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This Video Game Promoted Its Launch by Tapping into Parenting Humor
REGGIE Awards May 21, 2023God of War Ragnarök launched an integrated campaign across television, social media, and cinemas with a star-studded cast who portrayed fathers humorously seeking parenting advice from the protagonist of the video game.
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A Gaming Partnership Between Kellogg’s and Minecraft
REGGIE Awards May 20, 2023Kellogg’s promoted interest in its portfolio of food brands through a partnership with the video game Minecraft that encouraged families to design a playground in the game that would be built in a real-life community in need.
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Dove Combats Hair Discrimination
REGGIE Awards May 20, 2023Hair discrimination is prevalent and has a lasting impact on Black girls. Dove believes that no one should be denied employment or an education because of their hair. Through the “As Early as Five” campaign, Dove is urging everyone to take a stand to make race-based hair discrimination illegal.
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How Walmart Used Roblox to Spice up Its Relationship with Gen Z
REGGIE Awards May 20, 2023When economic uncertainties made Walmart’s relationship with young people more vulnerable, the brand responded by transforming itself from a supplier of things to a supplier of experiences by launching “Walmart Land” on Roblox.
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Northwell Health Takes on Gun Violence with a Purpose-Driven Campaign
REGGIE Awards May 20, 2023Northwell Health’s “Doesn’t Kill to Ask” gun-violence-prevention campaign urged parents to ask other parents whether they kept an unlocked gun in the house by comparing firearms to a pet tiger.
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Progressive Creates a Branded Character to Appeal to Young Homeowners
REGGIE Awards May 20, 2023To fuel Progressive’s “Parentamorphosis” campaign momentum and keep up with an evolving audience, the brand introduced “Dr. Rick, Parenta-Life Coach.” In addition to TV, online video was used to target young people who had cut the cord. Progressive also pulled Dr. Rick out of traditional channels by releasing an audiobook.
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How TUMS Ended Its War on Food with the “Love Food Back” Rebranding Campaign
REGGIE Awards May 19, 2023With its “Love Food Back” campaign, TUMS wanted to reposition its brand and reignite its customers’ passion for even the spiciest of foods.
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How Unilever and Walgreens Reshaped Beauty by Elevating Marginalized Voices
REGGIE Awards May 19, 2023To improve the beauty and personal care (BPC) product experience for multicultural shoppers, Unilever partnered with Walgreens to share previously unheard beauty stories with a campaign that elevated the voices of multicultural shoppers and achieved a lift in brand sentiment and sales.
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How Unilever Connected with Tweens by Creating a More Inclusive Deodorant Campaign
REGGIE Awards May 19, 2023Targeting tweens using deodorant for the first time, Unilever created “Scents of Confidence” — a platform that reimagined the shopping experience, helping parents explore deodorant by their tweens’ personalities and passions rather than their genders.
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How Xbox and OPI Created a Campaign That Finally Spotlighted Female Gamers
REGGIE Awards May 19, 2023Xbox partnered with the world’s leading nail polish brand, OPI, to create the first ever Xbox-inspired palette for spring of 2022. The collection was released in over 33 countries, brought OPI into the world of gaming, and invited everyone to play and express their creativity through nail art.
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Meet Mark the Michelob Guy
REGGIE Awards May 17, 2023Within 48 hours of a picture of a man holding a Michelob ULTRA beer at a PGA event went viral, the brand immortalized Mark the "Michelob Guy" with his own commercial, custom merchandise, and even ULTRA-sponsored appearances at the next PGA tour stop.
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