For marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. Entries should demonstrate clear evidence of how a brand purpose has both achieved societal impact and met commercial goals. Please note: campaigns for charities or non-profits will not be accepted in this category.
A judging panel of industry experts, chaired by Ann Mukherjee, Chairman & CEO, Pernod Ricard North America, will be announced in the coming weeks.
For brands to be successful in today’s performance-driven world, they must own and live their purpose. This attitude is what we'll be looking for in the Brand Purpose category of the WARC Awards for Effectiveness. It's essential because today's consumers want to know what a brand stands for and in turn what it stands against: they don’t just want to buy brands, they want to buy into them.
Chairman & CEO, Pernod Ricard North America
There were 8 winning case studies in the 2021 competition, with Finish: Skip the rinse, through Havas New York, taking the Grand Prix.
Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.
Finish detergent sales grew by 33% year on year and it gained market share.