WARC Awards for Effectiveness: Brand Purpose

Watch the Bronze, Silver, Gold and Special Award announcement on demand below

Grand Prix

Finish: Skip the rinse

Finish: Skip the rinse

Brand
Finish
Entrant
Havas New York
Advertiser
Reckitt Benckiser
Market
United States

Dishwasher brand 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.

It led an integrated Skip the Rinse campaign, joining with partners National Geographic, The Nature Conservancy and GE Appliances, to invite America to join in the mission to save America's water.

Finish detergent sales grew by 33% year on year and it gained market share.

Gold

Persil: Dirt For Good

Persil: Dirt For Good

Sustainability Award
Brand
Persil
Entrant
MullenLowe London
Advertiser
Unilever
Market
United Kingdom

Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

Silver

Bronze

Shortlist

Brand Purpose

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.

2021 Judges

A judging panel of industry experts, chaired by Tati Lindenberg, VP Marketing, Dirt Is Good, Unilever, will be reading the entries.

Special Awards

Sustainability Award

For a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health.

Data & Evaluation Award

For a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact.

Employee Engagement Award

Rewarding a purpose-led strategy for consistency both inside and outside an organisation.