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Huggies takes CASSIES Grand Prix

News, 23 February 2017
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TORONTO: A campaign by Ogilvy and Mather for Huggies that encouraged women to hug their babies has won the Grand Prix at the CASSIES Awards, Canada's only industry awards program recognizing business effectiveness.

In addition to the Grand Prix, a total of seven Golds, 19 Silvers and 17 Bronzes were awarded to 33 campaigns at an event last night in Toronto.

The No Baby Unhugged campaign saw Kimberly-Clark, the personal care company, reposition its Huggies nappy brand, based on research that indicated a mother's embrace of her new-born could have medical benefits.

Accordingly, it promoted hugging programs in Canadian hospitals, launching the campaign on Mother's Day with an online video and offering $5 to the hugging program for every photo women sent in of themselves hugging their babies.

The brand achieved a ten percentage point increase in brand positive perception and the dollar volume grew 19.2% from the campaign launch.

Other brand owners winning Golds included: PepsicCo Foods Canada for Doritos Ketchup Roses, developed by BBDO and themed around a limited snack developed for Valentine's Day; Nissan Canada for Conquer All Conditions from TBWA\Juniper Park, a campaign that boosted sales of its Crossover Utility Vehicle 77% year over year; and Skittles for the confectionery brand's Holiday Pawn Shop, again from BBDO, where unwanted presents could be traded for the eponymous candy.

Two of the remaining Golds went to charities – Sick Kids Foundation for Life Unpaused, by Cossette, and Ovarian Cancer Canada for Ladyballs, by Grey Canada.

The final Gold went to the Liberal Party of Canada for the use of a viral video, Hazel, created by Bensimon Byrne, that helped boost it from third place at the start of the 2015 federal elections to top the polls and win a 184 seat majority.

Warc subscribers can read the winning entries here.

Data sourced from CASSIES; additional content by Warc staff

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