SunChips tops US case study charts

30 December 2010

The transformation of Frito-Lay's SunChips from a healthy snack into a leading green brand was the most-downloaded case study by Warc's US clients this year.

It was closely followed by Dove, Unilever's personal care brand, in the list of campaign histories attracting the greatest interest in America this year.

SunChips - Building a Pre-eminent Green Brand won the inaugural Warc Prize for Ideas and Evidence, impressing a panel of judges led by Alex Bogusky.

It communicated eco-friendly manufacturing innovations in a way that was accessible, fun and true to the brand's voice.

Dove's Big Ideal - from real curves to growth curves was honoured at the ARF David Ogilvy Awards in 2009.

Its presence among the top downloads of 2010 is a testament to the enduring appeal of this now iconic campaign - widely known for the success of its "Evolution" viral film - that engaged women by challenging stereotypical views of beauty.

Third-placed Hovis - As good today as it's ever been details the revival of one of Britain's oldest bread brands, and proved a trans-Atlantic hit.

Key components of this platform included a two-minute TV commercial and widespread PR, which combined Hovis' proud heritage with a modern twist.

A B2B relaunch campaign from American Express targeting small businesses featured in fourth.

Amex OPEN Forum rejuvenated American Express OPEN as the premier digital destination for small business owners to connect with one another, and positioned the company as being "here to help" in a time of recession.

Finally, the retail sector took fifth place, represented by Sears - Don't Just Go Back. Arrive.

This paper tells the story of how the chain reversed ten years of declining sales in the back-to-school market, largely due to an online scheme tapping into teenagers' love of collaboration, participation and sharing.

Data sourced from Warc