Axe3
Award: Wood Pencil
Wood Pencil / Integrated / Integrated / 2008
Vegaolmosponce created an integral campaign to communicate the launch of a pioneering product in this category: two fragrances that, mixed together, generate a third fragrance. This launch was carried out using an equally innovative approach: the agency participated along with the client from the very beginning in creating the mix for this product proposal – packaging design, name, concept and even the creative idea and strategy. The results were a 35 per cent increase in consumption given by the reduction of pack life to ten days. All this took place in the context of a premium price positioning. In business terms, it achieved a two per cent share and ten per cent incremental turnover.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.