Campaign details

Agency: Leo Burnett
Advertiser: Procter & Gamble
Category: Canadian Success on the Global Stage

Section I — Case Parameters

Business Results Period (Consecutive Months): June 2016 – August 2016
Start of Advertising/Communication Effort: June 2016
Base Period as a Benchmark: June 2015 – August 2015
Geographic Area: USA
Budget for this effort: Over $5 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

In order to drive an immediate sales increase in the USA of Gain flings!™, we stepped outside category communication conventions, which resulted in average sales growth of 192 index vs. previous year (IYA) compared to 155 IYA for the entire single-unit dose (SUD) category.