Feature

Campaign Media Awards 2008: Best Grocery, Soft Drinks and Household Campaign

JOINT WINNER
Title: Twix + Tea
Media agency: MediaCom
Media directors: Louise Martell, Andy Walsh
Creative agency: TBWA
Account director: Mark Cochrane
Client: Mars
Brand: Twix
Marketing director: Angela Willmot
Media/brand manager: Laura Sheard

Attempts to position Twix as a hip chocolate brand have failed, and MediaCom believed that a new strategy - promoting Twix as a lovely treat to enjoy with a cup of tea - could help revive the brand's fortunes. Getting Typhoo on board, it came up with the Twix + Tea = Love campaign, which has succeeded in pushing sales of the bar up against its rivals. Activity included sponsorship of Suggs' afternoon radio show on Virgin and spot activity during times in the day when people were thinking about having a break.

JOINT WINNER
Title: Go Skittle Yourself
Media agency: MediaCom
Media director: Andy Walsh
Media planner: James Harrison
Creative agencies: TBWA, MediaCom Crease
Account directors: Mark Cochrane, Tom Curtis
Client: Mars
Brand: Skittles
Marketing director: Angela Willmot
Media/brand manager: Nicola Bates

Skittles was struggling to engage with the target audience of teenagers, so MediaCom turned to Bebo and came up with the "Make your own Skittles ad" campaign. Almost 400,000 teenagers responded to the challenge of becoming creative directors, using an application that allowed them to design and develop an animation from scratch. The most popular entry was turned into an ad by TBWA\London, and sales have increased for the brand.