Paramount Farms, Red Bull Awarded for Brand Brilliance
Paramount Farms, Red Bull, Chipotle and All State are the most influential and dynamic brand marketers in the U.S. marketplace today, according to the Brand Activation Association (BAA), a national non-profit trade association.
Earlier this week, the BAA’s inaugural Brand Brilliance Awards honored the aforementioned companies for outstanding achievement in brand activation, industry impact, legacy and creativity in four different categories. Here is an in-depth look at each category's winning marketing campaign:
Active Brand Award: Wonderful Pistachios “Get Crackin’” Campaign, Paramount Farms Int’l. LLC
The award honors the brand marketer who led his or her brand to excel in brand activation by driving equity, engagement and sales.
Over four years, the Wonderful Pistachios’ “Get Crackin’” campaign has become something of a pop cultural barometer. The $20-million national campaign expands the humorous thematic of how everyone cracks open a pistachio in their own unique, light-hearted way. The cast of characters promoting the brand has run the gamut from Bristol Palin’s baby-daddy Levi Johnston, America's Next Top Model wife Adrianne Curry, and disgraced former Illinois governor Rod Blagojevich. The brand’s videos have collectively drawn nearly 12 million views, and sales increased 233 percent after their first batch of viral videos. On February 3, 2013, the five-year-old Wonderful Pistachios brand made the ultimate statement of its importance with its first-ever TV ad during the Super Bowl. The ad featured Psy, the South Korean YouTube sensation, singing his "Gangnam Style" song with special lyrics.
Want to learn more about Paramount Farms' digital marketing strategy? You’re in luck: the company’s Vice President of Marketing, Marc Seguin, is a key speaker at the 2013 Consumer Goods Sales & Marketing Summit (June 3-5, 2013 in NYC) and will be featured on the cover of CGT’s upcoming May issue.
Game Changer Award: Red Bull Stratos Project, Red Bull USA
This award honors the brand marketer who challenged the status quo, and changed the industry through a unique approach to marketing.
On October 14, 2012, Austrian skydiver Felix Baumgartner rode a helium balloon into the stratosphere, about 24 miles over New Mexico, and free-fell, breaking two world records. The event forever altered the potential of content marketing. The energy drink maker not only spent seven years orchestrating and researching the science involved in the jump, but also directed all the coverage and syndicated it to 80 TV outlets in 50 countries, along with a live stream on YouTube that drew a record eight million concurrent views, about 16 times as many views as the summer Olympics at its peak.
Red Bull's primary YouTube channel has more than one million subscribers; second only to the NBA among YouTube sports channels. The traffic boosts the amount of money the company gets from ads on the channel by brands, like Izod and Intel.
Hero Brand Award: Chipotle Sustainable Farming Campaign- “Food with Integrity”, Chipotle Mexican Grill, Inc.
This award honors the brand marketer who made the world a better place while building the legacy of the brand.
Chipotle’s Sustainable Farming Campaign reflects an important part of their journey towards “Food with Integrity”, which includes:
Inspiration Award: All State “Mayhem” Campaign, Allstate Insurance Co.
This award honors the brand marketer who inspired consumers to take action through insightful strategy and superb creative.
The winning ads depict all kinds of carnage that could be caused by “Mayhem” in our lives. Mayhem is played by Dean Winter, a recognizable actor who personifies the possible pitfalls that could happen to us, like car collisions, trees falling, the roof of the house caving in from heavy snow and many more. The ads are meant to break through and make viewers think twice about buying cut-rate insurance — are you really protected?
All the ads end with the tagline: Dollar for dollar, nobody protects you from mayhem like Allstate. The ads are funny, and they inform people that in situations where they think they might be on their own, Allstate will be there to help. The agency is Leo Burnett.
Winners and finalists of the first-ever Brand Brilliance Awards will be honored at a luncheon during the BAA Annual Conference on April 3, 2013, in Chicago. The prestigious REGGIE Awards, recognizing the top brand activation programs in 20 different categories (in its 30th year), will also be announced and presented during the BAA Conference.
For more information on the awards, visit http://www.pmalink.org.
Related Articles:
CGT Reveals 2012 Business & Technology Award Winners
CGT Reveals 2012 Innovation Award Winners
Earlier this week, the BAA’s inaugural Brand Brilliance Awards honored the aforementioned companies for outstanding achievement in brand activation, industry impact, legacy and creativity in four different categories. Here is an in-depth look at each category's winning marketing campaign:
Active Brand Award: Wonderful Pistachios “Get Crackin’” Campaign, Paramount Farms Int’l. LLC
The award honors the brand marketer who led his or her brand to excel in brand activation by driving equity, engagement and sales.
Over four years, the Wonderful Pistachios’ “Get Crackin’” campaign has become something of a pop cultural barometer. The $20-million national campaign expands the humorous thematic of how everyone cracks open a pistachio in their own unique, light-hearted way. The cast of characters promoting the brand has run the gamut from Bristol Palin’s baby-daddy Levi Johnston, America's Next Top Model wife Adrianne Curry, and disgraced former Illinois governor Rod Blagojevich. The brand’s videos have collectively drawn nearly 12 million views, and sales increased 233 percent after their first batch of viral videos. On February 3, 2013, the five-year-old Wonderful Pistachios brand made the ultimate statement of its importance with its first-ever TV ad during the Super Bowl. The ad featured Psy, the South Korean YouTube sensation, singing his "Gangnam Style" song with special lyrics.
Want to learn more about Paramount Farms' digital marketing strategy? You’re in luck: the company’s Vice President of Marketing, Marc Seguin, is a key speaker at the 2013 Consumer Goods Sales & Marketing Summit (June 3-5, 2013 in NYC) and will be featured on the cover of CGT’s upcoming May issue.
Game Changer Award: Red Bull Stratos Project, Red Bull USA
This award honors the brand marketer who challenged the status quo, and changed the industry through a unique approach to marketing.
On October 14, 2012, Austrian skydiver Felix Baumgartner rode a helium balloon into the stratosphere, about 24 miles over New Mexico, and free-fell, breaking two world records. The event forever altered the potential of content marketing. The energy drink maker not only spent seven years orchestrating and researching the science involved in the jump, but also directed all the coverage and syndicated it to 80 TV outlets in 50 countries, along with a live stream on YouTube that drew a record eight million concurrent views, about 16 times as many views as the summer Olympics at its peak.
Red Bull's primary YouTube channel has more than one million subscribers; second only to the NBA among YouTube sports channels. The traffic boosts the amount of money the company gets from ads on the channel by brands, like Izod and Intel.
Hero Brand Award: Chipotle Sustainable Farming Campaign- “Food with Integrity”, Chipotle Mexican Grill, Inc.
This award honors the brand marketer who made the world a better place while building the legacy of the brand.
Chipotle’s Sustainable Farming Campaign reflects an important part of their journey towards “Food with Integrity”, which includes:
- Serving the very best sustainably raised food possible with an eye to great
- Supporting and sustaining family farmers who respect the land and their animals.
- Whenever possible, using meat from animals raised without antibiotics or added hormones.
- Sourcing organic and local produce when practical, and use dairy from cows raised without the use of synthetic hormones.
Inspiration Award: All State “Mayhem” Campaign, Allstate Insurance Co.
This award honors the brand marketer who inspired consumers to take action through insightful strategy and superb creative.
The winning ads depict all kinds of carnage that could be caused by “Mayhem” in our lives. Mayhem is played by Dean Winter, a recognizable actor who personifies the possible pitfalls that could happen to us, like car collisions, trees falling, the roof of the house caving in from heavy snow and many more. The ads are meant to break through and make viewers think twice about buying cut-rate insurance — are you really protected?
All the ads end with the tagline: Dollar for dollar, nobody protects you from mayhem like Allstate. The ads are funny, and they inform people that in situations where they think they might be on their own, Allstate will be there to help. The agency is Leo Burnett.
Winners and finalists of the first-ever Brand Brilliance Awards will be honored at a luncheon during the BAA Annual Conference on April 3, 2013, in Chicago. The prestigious REGGIE Awards, recognizing the top brand activation programs in 20 different categories (in its 30th year), will also be announced and presented during the BAA Conference.
For more information on the awards, visit http://www.pmalink.org.
Related Articles:
CGT Reveals 2012 Business & Technology Award Winners
CGT Reveals 2012 Innovation Award Winners