Here are the brands and organizations that won in the 11th Annual Shorty Awards.
C-K is pleased to announce the accomplishment of winning two Shorty Awards and receiving one Audience Honor for our work with U.S. Cotton, TreeHouse Foods and Porsche.
Winner in Localization
CCI came to C-K to make U.S.-grown cotton matter. Shifting from B2C to B2B, and decentralized to centralized, in digital communications became critical to driving the premium perception and encouraging more uses of U.S. cotton worldwide. C-K developed “The Cotton the World Trusts,” an integrated campaign utilizing localized digital, social and sales marketing to communicate U.S. cotton’s value.
This marked CCI’s first B2B-centric global marketing initiative. CCI had been running consumer-focused communications efforts across decentralized local operations worldwide. C-K set out to build one global brand and activate a targeted communications plan.
Winner in Social Media Tool
Regional pasta brands Mueller’s, Anthony’s and Golden Grain each have 100+ year history of making great pasta. While they’ve crafted their pasta with care for generations, they were facing a new category problem: right now, all pasta is seen as the same, and consumers don’t see how Mueller’s/Anthony’s/Golden Grain is different and worth choosing over other brands.
C-K set out to make the brands matter (especially at shelf). We had to reposition the portfolio with a new brand idea that stood out from the competition and had a clear consumer payoff – we had to define our difference. To do this, we tapped into social listening to discover a powerful insight that grounded this idea and made it actionable.
Audience Honor in Auto
In order to boost awareness around the launch of the new Porsche Cayenne, C-K created the idea for Porsche to partnered with CBS’s “The Late Late Show with James Corden” and Maroon 5 lead singer, Adam Levine, to feature the Cayenne in a segment of “Carpool Karaoke” (CPK) on The Late Late Show.
Read more about the awards from Adweek.