VMLY&R COMMERCE has won two Silvers and Bronze at this year’s Effie Awards US. Silvers were garnered for American Greetings’ Celebrate all Moms, They Deserve It! (Commerce & Shopper Seasonal Event) and Sweet Earth’s Earth Day Every Day (Commerce & Shopper Seasonal Event). Bronze went to Mondelez’s Sing it with OREO (Commerce & Shopper Multi-Retailer Program).
Launched for Mother’s Day, American Greeting’s Celebrate All Moms, They Deserve It! highlighted the idea that a simple card was the only thing needed to show appreciation for the mothers in your life. Sweet Earth’s Earth Day Every Day campaign of plant-based sampling events on colleges and universities across the country for Earth Day was so successful that college food service operators permanently added Sweet Earth’s plant-based products to their menus. And during the isolation surrounding the pandemic, Mondelez teamed up with Lady Gaga to reconnect consumers through music. The Sing It with OREO campaign of limited-edition OREO cookie packages included a QR code that allowed consumers to record their own personal OREOGram that was turned into a music message and entered them into a contest for the chance to meet Lady Gaga.
The Effie Awards US stand for effectiveness in marketing, spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.
VMLY&R COMMERCE's full list of winners include:
- Silver – American Greetings – Celebrate All Moms, They Deserve It! (Commerce & Shopper Seasonal Event)
- Silver – Sweet Earth – Earth Day Every Day (Commerce & Shopper Seasonal Event)
- Bronze – Mondelez International – Sing it with OREO (Commerce & Shopper Multi-Retailer Program)
- Finalist – Mondelez/OREO – OREO Stuf Scan (Media Innovation / Commerce & Shopper)
- Finalist – Mondelez/TRISCUIT Crackers & Sabra Hummus – Tastiest Year Ever (Multi-Retailer Program / Commerce & Shopper)
- Finalist – Mondelez International – Sing It with OREO (New Product/Service Introduction / Commerce & Shopper)
- Finalist – General Mills/General Mills Box Tops for Education – The Best Year Starts Here (Seasonal/Event – Products / Commerce & Shopper)