LONDON/WASHINGTON: A green branding campaign for Frito-Lay's SunChips, produced by Canadian agency Juniper Park, has won the inaugural $10,000 Warc Prize for Ideas and Evidence.
The Building a Pre-eminent Green Brand case beat over 70 rival entries from 23 countries around the world, including ten from China, nine from India, eight from the UK and seven from Australia.
It combined tools such as solar-themed newspaper and billboard ads with a "self-composting" piece of packaging, and more conventional television and magazine placements. It helped re-establish SunChips' environmental credentials with shoppers, and enhance its overall profile.
The case study beat strong competition from the likes of Coca-Cola Japan, Unilever's Axe and Rexona brands, Pepsi and Tourism Queensland.
The jury, chaired by Alex Bogusky, formerly of Crispin Porter + Bogusky, picked SunChips for its "risky and refreshing" strategy, "great channel choice", and a constant commitment to reflecting the brand's positioning.
"To be innovative and commercially effective is one of the hardest combinations to achieve in today's marketing world. Many of the Warc Prize entries did just that," said Bougsky.
"The SunChips work went even further by proving it is also possible, even in a recession, to advance personal and corporate values through innovation."
All of the papers in the final round of judging were credited for frequently putting social media, mobile and practices like PR and branded content at the heart of integrated campaigns.
These case studies featured an average of nine channels, reaching a peak of 19, although SunChips evidenced that quality outweighs quantity.
"SunChips actually used fewer channels than some other entries, but demonstrated the effectiveness of its choices more convincingly," said Carlos Grande, the editor of Warc.
"We always strive to build a story that extends beyond just our product attributes," said Gannon Jones, vice president of marketing at Frito-Lay North America.
"Our greatest successes have come when we find that intersection between the brand truth and our consumer's values ... something that Juniper Park does exceptionally well."
Among the other shortlisted submissions was Axe's Wake Up Service, a "sexy mobile alarm application" encouraging young male consumers in Japan to wear the deodorant every day.
The judges argued this effort was "beautifully" clear, and represented "One of those 'It's so simple and so obvious, why did nobody think of it before?' ideas."
Elsewhere, Coca-Cola's I LOHAS bottled water, also from Japan, leveraged the key insight that its packaging was more eco-friendly than its competitors to sell 300m units in nine months.
As well as having innovation "at its core", I LOHAS' Crush Eco was lauded for quickly propelling a new product to the number one position in its sector, all while focusing on "issues that matter."
In The Game, Pepsi tied TV advertising with interactive platforms to give viewers in India the chance to win prizes via mobile, the web and landline phones.
Rexona Teens' Love took a similarly engaging approach to connecting with female teens in Argentina, using an animated brand character to drive communications across traditional media and social networks like Facebook.
All the qualifying Warc Prize papers are now available for download, in full, by Warc subscribers at www.warc.com/warcprize.
If you are not a Warc subscriber, but would like to see some of the Prize entries in full, you can arrange for a trial at www.warc.com/trial.
Data sourced from Warc