REGGIE Awards
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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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Michelob Has John McEnroe Compete Against Himself
REGGIE Awards May 17, 2023Michelob ULTRA created the world’s first real versus virtual tennis match, with John McEnroe competing against virtual avatars of himself.
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Live Nation and Liquid Death Bring #DeathToPlastic
REGGIE Awards May 16, 2023Live Nation and Liquid Death entered into a strategic partnership to create #DeathToPlastic, a partnership aimed to remove single-use plastics across Live Nation venues and festivals.
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Hershey Helps Consumers Master Their Movie Night
REGGIE Awards May 15, 2023The Hershey Company partnered with Vudu to position itself as the brand that enhances family movie nights.
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How IHG Hotels & Resorts Inspired Travelers to be Themselves
REGGIE Awards May 15, 2023IHG created a fully integrated data-driven campaign, leveraging TV, digital, social, out-of-home, print, PR efforts, influencers, and more to show travelers that its hotels were a place where they could be themselves.
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HP REGEN at Coachella
REGGIE Awards May 15, 2023HP debuted an artistic masterpiece at Coachella to educate millennials and generation Z on sustainability.
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Unilever Creates a Gamified Men’s Grooming Experience for March Madness
REGGIE Awards May 15, 2023Leveraging its partnership with the NCAA, Unilever delivered a bracket-style activation that got guys excited to groom again, and revitalized sales of its men’s grooming brands at H-E-B.
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How eos Appealed to Gen Z
REGGIE Awards May 14, 2023Is the moment "shave worthy"? Showcasing highly relatable life moments — like that first real job interview, or a special date with a not-so-special person — eos’ campaign featured gen Z women, with real bodies, in funny yet relatable situations, shaving all different body parts (as women do).
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How This Hotel Marketed to Travelers on a Budget
REGGIE Awards May 14, 2023For those who’ve experienced the magic of skiing in the winter, there’s nothing quite like it. But most Americans have been priced off the slopes, making skiing out of reach for many. Motel 6, a brand that believes everyone has the right to travel, made costly ski trips more accessible.
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The Fresh Market Launches the Ultimate Loyalty Experience
REGGIE Awards May 14, 2023The Fresh Market’s mission was to build a personalized loyalty experience that was not only different from any other but deepened the relationship with its existing guests and develop new relationships along the way. In less than a year, the company exceeded its goals for the program, which continues to grow daily.
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The Iconic Summer Mashup 2.0
REGGIE Awards May 14, 2023Bar-S Foods built upon the success in 2021 by continuing to push Bar-S as a value brand its consumers can be proud to share on their kitchen tables and with their smartphones through a country music video mashup of a classic ‘90s hip-hop track.
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The Launch of New SOUR PATCH KIDS Flavors
REGGIE Awards May 14, 2023This program fulfilled the target market’s demand for new “mash-up” experiences and frozen beverages. It linked a new, limited-time-only SPK Strawberry-Watermelon Froster with the new SOUR PATCH KIDS Candy fruit flavors to increase brand and non-chocolate-candy category sales with a combination of internal PR, social, digital, and in-store efforts.
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Hellmann’s Tackles Food Waste During Super Bowl
REGGIE Awards May 13, 2023Hellmann’s created a Super Bowl campaign to promote the brand as an ingredient for leftovers, helping to reduce food waste.
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Kay: #EveryKiss NYE Hijack
REGGIE Awards May 13, 2023Kay's #EveryKiss New Years Eve Hijack leveraged a live TV event and brand ambassadors to spark a social movement that turned the New Year’s Eve Times Square Ball Drop into an iconic brand experience — helping a 30-year-old tagline regain its cultural relevance.
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MasterCard’s Touch Card Exemplifies Inclusivity Done Right
REGGIE Awards May 13, 2023As part of its ongoing efforts to create a more inclusive world, Mastercard created Touch Card: an accessible system of cards with cut-out notches that allow anyone, regardless of sight, to identify different payment cards from one another.
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Ally Promotes Equity in Women’s Sports
REGGIE Awards May 12, 2023On the fiftieth anniversary of Title IX, Ally launched a landmark campaign to promote equity in Women’s sports through its “50/50” media commitment, spurring national conversation, supercharging brand growth, and ultimately “Primetime-ifying” the National Women's Soccer League Championship.
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