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Kraft's Oreo(R) Double Stuf Racing League (DSRL) Campaign Licks the Competition With SUPER REGGIE(R) Win

Posted on: Wednesday, 11 March 2009, 17:22 CDT

Multiple Agency Effort Succeeds in Bringing Higher Sales and Increased Brand Awareness of Oreos

CHICAGO, March 11 /PRNewswire-USNewswire/ -- At the 26th REGGIE Gala Awards last evening, the Promotion Marketing Association (PMA) named Kraft Foods Global, Inc.'s Oreo Double Stuf Racing League marketing campaign as the winner of the 2009 SUPER REGGIE(R), the highest honor in integrated marketing. The Oreo DSRL campaign was a multiple agency effort by Draftfcb (general and promotional advertising)/Razorfish (digital)/Digitas (online media)/MediaVest (media)/IMG (experiential)/Weber Shandwick (PR).

The Oreo DSRL campaign combined every aspect of marketing from print, TV, online, digital, social media, experiential, events and public relations and garnered more than a 6% increase in product sales. The Oreo DSRL, launched in 2008, emphasized the "lick" aspect of the Oreo ritual. The campaign created a "professional" sports league dedicated to "lick racing." This was the perfect opportunity to make the DSRL part of the popular vernacular through multi-channel communications, and the use of celebrity athletes, using siblings to further reinforce family togetherness and fun.

The year-long campaign kicked-off with NFL superstar quarterbacks Eli and Peyton Manning announcing in early January 2008 that they've become "two-sport" athletes in a mock press conference. The Manning brothers didn't name what the other sport was to build interest and curiosity among fans and consumers. Instead they were asked to visit the Web site, www.whatsthesecondsport.com.

By mid-January, during the football playoffs, a second spot ran revealing that the second sport was the Oreo Double Stuf Racing League. This spot encouraged people to join the DSRL and enter contests and promotions as well as receive DSRL gear.

"The Oreo Double Stuf Racing League campaign from Kraft and its agency partners is an amazing example of how marketing can truly make a difference in a company's bottom line," said Bonnie Carlson, president of the PMA. "Integrated marketing is not just about building 'buzz,' it's about building brands."

The new Kiss & Text award was given to GMC's "Whuuttt the February" - Acadia launch campaign. GMC and its agencies, Digitas, Leo Burnett and SMG, were chosen among the nine finalists from the national consumer campaign categories that best embodied the marketing adage, "Keep It Simple Stupid!" Attendees voted by texting their choice for the Kiss & Text award, which was facilitated by Snap2 C.

The PMA also recognized the REGGIE All-Stars, composed of marketers and agencies that have won multiple REGGIES since the competition started in 1983.

Gold, Silver and Bronze REGGIE Award-winning campaigns were announced in 17 categories. To learn more about each campaign by the REGGIE winners, please visit http://www.pmalink.org/awards/Reggie2009/home/index.asp

Following is a list of this year's REGGIE winners:

National Consumer - Budget over $5 million

SUPER REGGIE and Gold: Oreo DSRL (Client: Kraft Foods Global, Inc. Agency: Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick/IMG)

Silver: AT&T Team USA Soundtrack (Client: AT&T Agency: The Marketing Arm)

Bronze: How Sweet the Sound (Client: Verizon Wireless Agency: Momentum Worldwide)

National Consumer - Budget between $1 million and $5 million

Gold: Kmart Spring Style Showoff Program (Client: Kmart Agency: Draftfcb)

Silver: Unilever Soundcheck (Client: Unilever Agency: Lunchbox)

Bronze: GMC and Ellen: "Whuuttt the February" - Acadia launch (Client: GMC Agency: DIGITAS, LEO BURNETT, SMG)

National Consumer - Budget under $1 million

Gold: The Most Interesting Show in the World (Client: Heineken USA - Dos Equis Agency: Mirrorball)

Silver: Orbitz Fill the Plane (Client: Orbitz Agency: GMR Marketing)

Bronze: VAIO My Graphic Splash PC Design Contest (Client: Sony Electronics Inc. Agency: PowerPact)

Local, Regional Market - Budget over $1 million

Gold: Gotham Tonight (Client: Warner Bros. Partner: Comcast)

Silver: How Sweet the Sound (Client: Verizon Wireless Agency: Momentum Worldwide)

Bronze: uni-ball Jetstream Your Way To Beijing (Client: uni-ball Jetstream Pens Agency: NBC Skycastle)

Local, Regional Market - Budget under $1 million

Gold: TBS 10 Items or Less Grocery Partnerships and Premiere Events (Client: Turner Broadcasting System, Inc. Agency: SKI Activation)

Silver: Husky eXtreme 24 Hr. Challenge (Client: USSTC Agency: Colangelo)

Bronze: The King's Wallet Drop (Client: Burger King Corporation Agency: Legacy Marketing Partners)

Experiential Marketing - Budget over $1 million

Gold: Nickelodeon's Slime Across America (Client: Nickelodeon Agency: Oasis)

Silver: Reader Revolution (Client: Sony Electronics Inc. Agency: AIM)

Bronze: Charmin NYC Restroom Experience (Client: Charmin Agency: Gigunda Group, Inc.)

Experiential Marketing - Budget under $1 million

Gold: Spirit of Amsterdam (Client: Heineken USA - Amstel Light Agency: Mirrorball)

Silver: The Most Interesting Show in the World (Client: Heineken USA - Dos Equis Agency: Mirrorball)

Bronze: Laughing Cow Wedges Lafe (Client: Bel Brands, USA Agency: Alcone Marketing)

Best Cause or Corporate Social Responsibility Marketing Campaign

Gold: How Sweet the Sound (Client: Verizon Wireless Agency: Momentum Worldwide.)

Silver: Reader Revolution (Client: Sony Electronics Inc. Agency: AIM)

Bronze: Keep Gym in School (Client: NFL Network Agency: Civic Entertainment Group)

Age Specific (No budgetary parameters)

Gold: The Lost Ring (Client: McDonald's Corporation Agency: AKQA)

Silver: Nickelodeon's Slime Across America (Client: Nickelodeon Agency: Oasis)

Bronze: BBM: Refuel with Chocolate Milk - Go Pro for a Day (Client: MilkPEP Agency: Draftfcb)

Multi-cultural/Ethnic (No budgetary parameters)

Gold: HUGGIES(R) and PULL-UPS(R) El Incomparable Tren De Vida De Mama (Client: HUGGIES(R) and PULL-UPS(R) Agency: MASS Hispanic Marketing)

Silver: Vive Sanamente Nestle Pure Life (Client: Nestle Waters North America Agency: Castells & Asociados)

Bronze: Unilever Desafio del Sabor Family Challenge (Client: Unilever Agency: MASS Hispanic Marketing)

Shopper Marketing (No budgetary parameters)

Gold: Kroger E-Labels for Education (Client: Campbell Soup Company Agency: MARS Advertising)

Silver: Dove Self Esteem Month (Client: Unilever Agency: Lunchbox)

Bronze: (Kimberly-Clark Celebrates Breast Cancer Survivors (Client: Kimberly-Clark Corporation Agency: In-House)

Business-to-Business (includes trade promotion) (No budgetary parameters)

Gold: CNN Grill: 2008 Election Coverage (Client: CNN Agency: Civic Entertainment Group)

Silver: From Sweden With Lov Tour (Client: Volvo Cars of North America Agency: Arnold Worldwide)

Bronze: Technology and the Environment (Client: Boeing Agency: In-House)

Small Budget - Budget less than $100,000

Gold: CNN Community Outreach (Client: CNN Agency: Civic Entertainment Group)

Silver: Bronx Zoo-Madagascar! (Client: Wildlife Conservation Society Agency: NMA Entertainment & Marketing)

Bronze: Building Blocks (Client: Whirlpool Corporation Agency: Arc Worldwide)

New Product Launch (No budgetary parameters)

Gold: Wal-Mart AC/DC Launch (Client: Wal-Mart Stores, Inc. Agency: Arnold Worldwide)

Silver: Wachovia Way2Save Challenge Tour (Client: Wachovia Corporation Agency: Synergy Events)

Bronze: Dark Temptation By AXE (Client: Unilever Agency: Walton Isaacson)

Digital (Budget over $1 million)

Gold: AT&T Team USA Soundtrack (Client: AT&T Agency: The Marketing Arm)

Silver: Power of the Letter (Client: HBO Agency: Civic Entertainment Group)

Bronze: The Lost Ring (Client: McDonald's Corporation Agency: AKQA)

Digital (Budget under $1 million)

Gold: The N & Skittles' Degrassi "What If?" (Client: MTV Networks/Nickelodeon Kids & Family Agency: In-House)

Silver: Building Blocks (Client: Whirlpool Corporation Agency: Arc Worldwide)

Bronze: VAIO My Graphic Splash PC Design Contest (Client: Sony Electronics Inc. Agency: PowerPact)

Multi-Partner Promotion - three or more partners (No budgetary parameters)

Gold: AT&T Team USA Soundtrack (Client: AT&T Agency: The Marketing Arm)

Silver: KUNG FU PANDA (Client: DreamWorks Animation Agency: In-House)

Bronze: Oreo DSRL (Client: Kraft Foods Global, Inc. Agency: Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick/IMG)

About the PMA

Established in 1911, the Promotion Marketing Association, Inc (PMA) is the premier not for profit organization and resource for research, education and collaboration for marketing professionals. Representing the over $1 trillion integrated marketing industry, the organization is comprised of Fortune 500 companies, top marketing agencies, law firms, retailers, service suppliers and academia, representing thousands of brands worldwide. Championing the highest standards of excellence and recognition in the promotion and integrated marketing industry globally, PMA's objective is to foster a better understanding of promotion and integrated marketing and its role in the overall marketing process. The PMA is headquartered in New York City with its affiliate, the PMA Educational Foundation, Inc. More information can be found on: www.pmalink.org

SOURCE Promotion Marketing Association of America, Inc.

Source: PR Newswire

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