GLOBAL: Campaigns from Whirlpool, Ariel, SPC Goulburn Valley, and Lifebuoy have been awarded Golds in the Best Use of Brand Purpose category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.
The category rewards brands that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community. WARC subscribers can read the full case studies here.
As well as the four Gold awards, three further Silver and three Bronzes were awarded. Two of the winners came from the UK, two from Canada, and three from India (one of which also ran in Pakistan). The US, Australia and UAE saw one winner each.
In Whirlpool’s Care Counts, the US appliances manufacturer boosted attendance rates among disadvantaged students by installing washers and dryers in schools. Chair of judges, Jim Stengel, President & CEO, The Jim Stengel Company and former Global Marketing Officer at Procter & Gamble, noted the entire company’s shift.
“It is a brand that’s trying to be in a different place, behind purpose,” said Stengel, “and I applaud them for that.”
In Australia, SPC Goulburn Valley’s #MyFamilyCan reacted swiftly to a scandal of contaminated imports by putting local farming families at the front of the campaign to emphasise the brand’s commitment to a sustainable supply chain.
“We have a lot of clients trying to figure out supply chains,” Freya Williams CEO, Futerra, North America, said. “This is a nice human way of doing it.”
Meanwhile, soap brand Lifebuoy took on the challenge of improving Indian mothers’ hand-washing habits with a view to preventing infant mortality in Future Child. “This is a campaign that’s in it for the long term,” noted Jonathan Wise, Co-Founder, The Comms Lab. “To get handwashing into the Sustainable Development Goals creates a change for good.”
Finally, BBDO India’s Ariel Dads Share the Load was also awarded a Gold for its continuation of the hugely effective original campaign that drove conversation about gender inequality. Tom Knox, Chairman, MullenLowe London, noted the power of “a very mainstream brand doing something quite radical”.
The Grand Prix and Special Awards winners will be announced at an event in London on 20th September. Register now.
Got a case study demonstrating effective channel planning? Enter it into the WARC Media Awards by 19th September.
Data sourced from WARC