Smart

Tue, 08 Jun 2010 00:00:00 -0400
Effie Awards

We were tasked with driving sales in a declining, homogenous category filled with silly, gimmicky advertising. We stood out by being Smart, a key driver of differentiation and one that was underleveraged in the category. The results — we increased traffic by 26 percent, transactions by 36 percent, and grew market share, loyalty, preference, awareness and appeal. Smart? So smart.