Avanti, the relaunch of sex.
Traditionally, condom advertising is focused around sex. The premium
positioning and price of these condoms led to the strategy of appealing
to a more affluent and discerning audience that is in search of a
superior lifestyle. So, media included postcards in top restaurants,
arts/cultural review sections, internet banner ads on appropriate sites,
interior taxi panels, style and lifestyle sections in magazines and
sampling activity in exclusive retail outlets.
BOOTS 17 COSMETICS
Designed to appeal to media-literate and sceptical teenagers, the media
plan included affiliations with the Avengers movie, sponsorship of the
Big Breakfast’s ’find me a model’ and relevant outdoor - including
washrooms.
STELLA ARTOIS, MOVIES THAT MATTER
The need to maintain Stella’s reassuringly expensive image inspired a
focus on the movies, using TV (around quality or cult movies), a ’UCI
Stella screen’ slot that showed cult movies every week throughout the
summer and a deal with Emap including sponsorship of the Empire movie
awards.
WINNER
Title: Avanti, the relaunch of sex
Media Agency: Universal McCann
Media Director: Angus Ogilvy-Stuart
Media Planner: Satin Ahadzadeh
Creative Agency: McCann-Erickson
Creative Director: Mike Court
Account Director: Sharon Gallacher
Client: London Rubber Company
Brand/Product: Durex Avanti
Marketing Director: Leigh Taylor
Brand Manager: Debbie Zadeh
COMMENDATION
Title: 17 cosmetics
Media Agency: BMP Optimum
Media Planning Director: Avril Gallagher
Media Planner: Stuart Butler
Creative Agency: St Luke’s
Creative Director: Kay Stanners
Account Director: Holly Day
Client: Boots the Chemists
Brand/Product: 17 cosmetics
Category General Manager: Gary Cormack
Product Manager: Tracy Armson
COMMENDATION
Title: Stella Artois, movies that matter
Media Agency: Motive Communications
Media Director: Kevin Brown
Group Director: Peter Edwards
Creative Agency: Lowe Howard-Spink
Creative Director: Paul Weinberger
Account Director: James Scroggs
Account Planner: Pete Brown
Client: The Whitbread Beer Company
Brand/Product: Stella Artois
Marketing Director: John Derkach
Director of Brands Marketing: Ruth Fisher.
