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Hershey’s brought people together through “S’mores Saturday” to increase consumption of Hershey’s S’mores.

Doritos capitalized on the recognizability of its product with a campaign that self-consciously jettisoned all mention of the brand name.

Dairy Queen launched its new tagline, “Happy Tastes Good,” and repositioned a promotional day as an engaging, joyful, participation-based “study.”

Despite extreme competition, a niche audience, and consumer stigmatization, Lendly developed a go-to-market plan that quickly engaged its audience and delivered more than 60,000 loans to those most in need.

Ally undertook a sponsorship of NASCAR driver Jimmie Johnson to promote its brand nationally and to increase consideration among the sport’s fans.

To boost sales among “Shopper Moms” at H-E-B stores in Texas, Hershey created a campaign featuring a locally-themed recipe for making S’mores, supported by an endcap display, influencer content, and in-store events.

Wendy’s used its social strategy to reinforce and prove its brand promise: Consumers wanted Spicy Nuggets, and it provided them like only Wendy’s could.

Pepsi #Summergram celebrated America’s desire to “unapologetically enjoy summer” with more than 250 unique bottles, each with its own summer statement and icon deep-linked to Instagram’s augmented reality effects.

The Hershey Company created the Hershey’s Emoji Bar to help children build social connection, and drive sales during back-to-school season.

TD Bank set out to express its thanks to its small-business customers doing good in their communities.

The California Milk Processor Board sought to increase milk consumption by tweens and teenagers by engaging with California’s community of skaters, for instance, by creating a skatepark called “Shredquarters.”

State Farm Bank used illusion-themed experiences to explain vehicle financing and increase awareness of vehicle loan products, then shared those experiences on social media.

Nicorette brand created its Coated Ice Mint Lozenge, designed to deliver amazing taste, in response to insights that smokers trying to quit often relapsed due to the taste experience of smoking cessation products.

The Cheetos runway show at New York Fashion Week was a playful and unexpected way to drive business.

Mondelēz's Trident Gum supported Dollar General’s literacy program with the “Gives Back” initiative, boosting sales of Trident and the entire gum category at Dollar General.

During Women’s History Month, Diageo shared the untold stories of the craftswomen that help to create the brand’s quality whiskey products that consumers love.

Google created the Google Easy Street Tour to educate retail employees on the benefits of Google Hardware powered by the Google Assistant, enabling a deep level of personalization that’s ready to help, whenever and wherever someone is.

During Día de los Muertos, Victoria Beer showcased La Catrina, an iconic and vibrant symbol of the holiday’s celebration of remembrance, on limited-edition packaging and social media, and at stores and events.

American Family Insurance strove to cultivate awareness among millennials with tactics that included partnerships with professional athletes and outreach to new fathers.

Spirits company Diageo introduced an instant cocktail beverage to compete with the practicality of beer during the summer season.