Life Savers sales had been in steady decline for years. The 100 year old brand was seen as an old-timey favorite, beloved but irrelevant in today's world.
Life Savers needed to go from a legacy brand to a power brand. It needed to appeal to a younger generation of consumers.
The "It's Good to Be Sweet" campaign accomplished this by turning Life Savers into a tongue-in-cheek, slightly twisted advocate of all that is good and sweet.
The effort garnered the highest ASI score in Wrigley's history, was featured in Ad Critic's Top 20 List, was included in the D&AD annual, won the first ever One Show People's Award and was awarded a Bronze Lion at Cannes.
The introduction of the completely redesigned Z was the single most important Nissan launch since the original. The first 240Z was a legend with a very vocal and opinionated group. At the time Nissan lagged far behind Toyota and the Corvette was the No.1 selling sports car in America.
Remaining true to the passionate Z enthusiast was critical. The work was designed to spawn and nurture the "Z Cult." It positioned the new Z as an authentically "Accessible Object of Desire." The work included traditional media as well as non-traditional media that targeted the vocal enthusiast. It also provided them with tools and materials that fostered advocacy. The effort was met with great success and went on to set the tone for the relaunch of the rest of the Nissan lineup.
CSX Trains and Rail was being targeted by activist intent on passing grossly restrictive regulatory laws. Legislators and their constituents knew very little about the vital role trains play in our lives. Trains were misperceived as dirty, noisy, inefficient and environmentally invasive.
CSX needed to dispel misperceptions and raise awareness of the ways trains serve the public good. Rather than overwhelm the target audience with too much information, each of the campaign component executions was single-mindedly focused on bringing to life one fact about trains. Digital, social and traditional media surgically targeted legislators and key influencers then lead them to a microsite where they could learn more about CSX.
The campaign was well received by the public and Capitol Hill. The increased positive awareness gave CSX the leverage it needed to persuade activists to drop their lobbying efforts and instead collaborate with the industry on legislation.