March 2009
Kraft Foods Global’s has been awarded a Reggie at the recent 26th REGGIE Gala Awards.
The Promotion Marketing Association (PMA) named the company’s ‘Oreo Double Stuf Racing League’ marketing campaign which is a multiple agency effort by Draftfcb, Razorfish, Digitas, MediaVest, IMG and Weber Shandwick. The campaign won a 2009 Super REGGIE, the highest honor in the Integrated Marketing category.
Draftfcb did general and promotional advertising; Razorfish handled digital; Digitas did online media; Mediavest tended to media; IMG worked on the experimental aspect and Weber Shandwick worked public relations.
Launched in 2008, the campaign emphasized the ‘lick’ aspect of the Oreo cookie eating ritual and garnered more than a 6% increase in product sales. From every marketing aspect: print, TV, online, digital, social media, experiential, events and public relations, it features a created ‘professional’ sports league dedicated to ‘lick racing’ and was just the right opportunity to make the DSRL (Double Stuf Racing League) part of the popular vernacular.
The year-long campaign kicked-off with NFL superstar quarterbacks Eli and Peyton Manning announcing in early January 2008 that they've become "two-sport" athletes in a mock press conference. The Manning brothers didn't name what the other sport was to build interest and curiosity among fans and consumers. Instead they were asked to visit the website, www.whatsthesecondsport.com.
By mid-January, during the football playoffs, a second spot ran revealing that the second sport was the DSRL (Oreo Double Stuf Racing League). This spot encouraged people to join the DSRL and enter contests and promotions as well as receive DSRL gear.
"The Oreo Double Stuf Racing League campaign from Kraft and its agency partners is an amazing example of how marketing can truly make a difference in a company's bottom line," said Bonnie Carlson, president of the PMA.
"Integrated marketing is not just about building 'buzz,' it's about building brands."
The new Kiss & Text award was given to GMC's "Whuuttt the February" - Acadia launch campaign. GMC and its agencies, Digitas, Leo Burnett and SMG, were chosen among the nine finalists from the national consumer campaign categories that best embodied the marketing adage, "Keep It Simple Stupid!" Attendees voted by texting their choice for the Kiss & Text award, which was facilitated by Snap2 C.
The PMA also recognized the REGGIE All-Stars, composed of marketers and agencies that have won multiple REGGIES since the competition started in 1983.
Gold, Silver and Bronze REGGIE Award-winning campaigns were announced in 17 categories.
To learn more about each campaign by the REGGIE winners, please visithttp://www.pmalink.org/awards/Reggie2009/home/index.asp
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