Mondelez Wins Super Reggie Award

Campaign for OREO brand by Phoenix Creative Co., Takes Top Honor

ORLANDO, Fla. (May 16, 2019)  The brand activation campaign for OREO from Mondelez International, created by the Phoenix Creative Co., has won the top prize — the Super REGGIE — in the 2019 ANA REGGIE Awards competition.

The award was presented last night at the REGGIE Awards Gala on the opening night of the 2019 ANA Brand Activation Conference at the Ritz-Carlton, Grande Lakes in Orlando. Nearly 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2018 across more than 20 categories.

The event culminated with the Super REGGIE announcement, honoring OREO and its agency, for the best campaign of 2018 chosen from the more than 20 Gold category winners. 

The campaign was entered in the new product launch campaigns category; it included a fully integrated approach that was executed in partnership with 7-Eleven convenience stores. The effort focused on the introduction of a key new OREO product — OREO Mint Hot Chocolate — supported by additional products such as OREO Mint King Size cookies, OREO Mint Chocolate Candy, and an OREO donut. The campaign was a multi-disciplinary project that utilized traditional and digital marketing tools including social media, influencer marketing, in-store experiential elements, and gaming.

Categories in the overall competition included experiential, digital/social media, sponsorship, influencer, brand purpose, cause, content, B2B and age-specific, plus two categories for retail- and shopper-focused campaigns.  The competition included campaigns with budgets ranging from less than $250,000 to more than $3 million. View the full list of winners learn who won gold, silver and bronze awards.

“Our congratulations go out to Mondelez and its agency for capturing this award with such an outstanding piece of work,” said ANA CEO Bob Liodice. “The competition was particularly intense this year, so all the winners should be proud of their achievements.”

The award name, REGGIE, was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the “best in class” from the more than 20 Gold category winners.

Almost 200 judges — industry experts at director/VP level or higher — scored each entry based on the following criteria:

  • Is the strategy in line with the insights and goals?
  • What is the level of concept originality?
  • How well were the materials integrated and activation executed? (Specific to the category)
  • How strong were the results, and did they achieve business objectives? (volume/share/profit)
  • How well did the activation build the brand and align with the overall brand?

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The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,850 companies and organizations with 20,000 brands that engage almost 50,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,100 client-side marketers and more than 750 marketing solutions provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

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