PRODUCT OF THE YEAR WINNERS ACTIVATION … CONTENTS CONTENTS 2 HOW TO USE THIS … 3 CONTENTS 4...

PRODUCT OF THE YEAR

WINNERS ACTIVATION IDEAS

2

HOW TO USE THIS …

CONGRATUATIONS ON YOUR

PRODUCT OF THE YEAR AWARD!

You now have the exclusive rights to one of the most

powerful consumer based credentialing programs

to help you boost sales, distribution, awareness and

team morale.

NOW BEGINS THE IMPORTANT

TASK OF PUTTING YOUR AWARD

TO WORK.

This document is a compilation of Best Practices

for applying the Product of the Year logo across all

communication touch points.

We’ve selected activation examples from Australian

winners over the last 7 years.

These examples are designed to inspire your

activation planning and facilitate discussion on

what an integrated activation plan can look like for

leveraging your Product of the Year win.

3

CONTENTS

CONTENTS2 HOW TO USE THIS …

3 CONTENTS

4 ACTIVATION PRINCIPLES

5 ACTIVATION EXAMPLES BY MEDIA

Press Release

Print

Television

Packaging

In-Store / Display

Digital

Social

Outdoor

Trade

Sampling

Other Ideas

Integrated Campaign

4

ACTIVATION PRINCIPLES

1. Activate at “First Moment of Truth”

The at-a-glance and intuitive nature of the

Product of the Year award makes it an effective

credentialing device at point of purchase.

2. Reference the 14,500

Consumers respond to knowing that winning

products have been voted on by shoppers like

them. 56% of shoppers are likely to buy a

product recommended by 14,500 consumers

(Nielsen research)

3. Integrate into message

Most effective communication of the Product

of the Year award is integrated within the brand

message, not merely stand alone.

4. Not meant for the corner

The Product of the Year logo was purposely

designed and tested to “pop” and attract attention

across all marketing environments.

5. Extend the “new”

Product of the Year is not only designed to

strengthen the communication of “new”, but once

the 6 month window of claiming “new” closes, the

Product of the Year logo extends the perception of

news for products in the market

5

PRESS RELEASE

Prepare and release an announcement of the Product

of the Year win for distribution on February 11th 2016.

Emphasize the specifics of the product innovation

and reference that Product of the Year is a consumer

based award for innovation.

Use Brand Team quote to integrate other consumer

related data / insights.

For immediate release February 25, 2015

Capilano honey voted best spread by Australian consumers

Capilano headquarters is buzzing with excitement on the back of winning a coveted Product of the Year award – the world’s largest consumer-voted award for product quality and innovation.

Capilano’s limited edition, small batch 'Dark & Bold' and 'Light & Smooth' flavours were voted best in the Sweet Spreads & Sauces category.

Capilano Managing Director Ben McKee said the award win was especially sweet given that it was voted for by more than 15,000 Australians.

“We’d like to thank Australian consumers for continuing to keep Capilano honey on their kitchen shelf and supporting trusted Australian products and our nation’s beekeepers,” Mr McKee said.

The winning Capilano products are 100 per cent Australian honey blends, crafted to an expert honey blender’s exacting standards using the best of the Australian honey currently in season. Just like fine wine, it takes a craftsman with decades of experience to blend different honey varietals to make the perfect honey blend.

“These blends are crafted by our honey experts to a fine science, giving them a small batch number which is printed on the label and making them truly unique,” Mr McKee says.

“Both of these honey flavours will not be found like this anywhere else in the world and given their limited edition small-batch status, once they are gone, they are gone.”

Capilano Dark & Bold is a dark reddish, pure Australian honey with a gentle sweetness and a mild caramel-like flavour.

Capilano Light & Smooth is light golden in colour with a noticeable fragrance and a sweet, clean finish.

Since 1953, Capilano Honey has been supplied amazing honey by Australian beekeepers. Nowadays, more than 500 beekeeping families from all over the country contribute to the ongoing success of the Capilano brand.

So, how do you enjoy your Capilano limited-edition honey? Here are a few of the most popular ways:

• As a delicious traditional topping on toast, crumpets and cereal • To accompany a cheese platter when entertaining • In a freshly made brew of spiced honey apple tea • On vegetable sticks alongside peanut butter, ricotta or cottage cheese • Straight from the spoon (just don’t double dip!).

Visit www.capilano.com.au For more information, high res images or product samples, please contact:

Belinda Glindemann Bear Marketing [email protected] 04 11 11 9000

6

Consider a dedicated execution highlighting the

Product of the Year award.

Develop within the character of the brand.

If a dedicated execution is not possible, note that

several winners repurpose existing creative and simply

“tag” the Product of Year logo within body copy.

* Winner Packed Foods Category. Survey of 16,277 people by Nielsen.

/BIRDSEYEAUSTRALIA

AN EYE FOR GOOD FOOD

Fact: Australia’sFavourite Chocolate!*

Fact: Australia’sFavourite Chocolate!*

Winner Chocolate Confectionery Category.Survey of 5,000 people by TNS.

Winner Chocolate Confectionery Category.Survey of 5,000 people by TNS.

CADBURY, DAIRY MILK, THE GLASS AND A HALF DEVICE AND THE COLOUR PURPLE ARE TRADE MARKS USED UNDER LICENCE.

Pinpoint Design Group Pty Ltd5 Charnwood CrescentSt Kilda Victoria 3182T. 9534 0600 F. 9534 0690www.pinpointdesign.com.auThis artwork has been prepared to the specifications as briefed. The responsibility for its accuracy is held in the client’s approval. Please refer to the appropriate matching system for accurate colours.

CadburyCLIENT

PROJECT

DATE

UPDATED

22750 Retail World FP – CDM Product of the Year

17/01/11

20/01/11

CLIENT APPROVAL

Extra Instructions

DATE

MAGENTA

BLACK

MAGENTA

CYANCYAN

YELLOWYELLOW

Cadbury® Dairy Milk™ Milk Chocolate has been voted in a survey of 5000 Australians as the Chocolate Confectionery Product of the Year 2011.

* In addition to being voted Product of the Year, Cadbury® Dairy Milk™ Milk Chocolate has the highest total confectionery share in Grocery & Convenience. Nielsen 2010.

Winner OTC Hydration Category Survey of 16,277 people by Nielsen

Ask your Sanofi representative about Gastrolyte today or call 1800 732 273

Ready to eat for rapid rehydration*

No artificial flavours

Helps replace fluids and electrolytes lost due to diarrhoea, vomiting, fever, colds & flu

Two child friendly flavours

Eat straight from the pack, refrigerated or frozen

*Helps replace fluids and electrolytes lost due to diarrhoea, vomiting, fever, colds & flu.Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional.

ASMI-XXXXX-XXXX AU-GAST-13-11-006 Jan 2014

PRINT

7

Only at

WINNER Seafood Category

WINNER Fresh Meat Category

WINNER Healthy Snacks Category

WINNER Soup Category

WINNER Dairy & Cheese Category

Awarded number one, as voted by thousands.

Survey of 15,050 people by Neilson

426499 POTY POS_NorwestPoster.indd 1 21/01/2015 10:28 am

www.capilano.com.au

AUSTRALIA'S FAVOURITE HONEYVOTED NO.1

________________________________

________________________________

In a recent survey, conducted by Nielson, of 15,000 Australian consumers, Capilano Dark and Bold and Light and Smooth honey came out on top in the Sweet Spreads and Sauces category for Product of the Year. Capilano honey is proudly supplied by over 500 beekeeping families across Australia.

Freecall 1800 222 099. Curash is a trademark of Church & Dwight (Australia) Pty Ltd.

facebook.com/curash

CDC0102/IOCurash. For the love of baby’s skin.

The new Curash Fragrance Free JUMBO Wipes are extra large – almost double the size of the standard Curash wipe, making them perfect for those bigger ‘Oh-no!’ messes at change time. These super thick and super soft wipes are available in the most popular Curash variant,

Fragrance Free, making them suitable for newborns and even the most sensitive skin. They’re also paediatrician and dermatologist tested and help protect against nappy rash.

Available at Woolworths, Big W, Priceline & selected pharmacies.

*

*Winner Baby Wipes Category.Survey 16,277 people by Nielsen.

TM

NEW

and help protect against nappy rash.

Adding copy like “Voted #1” while also referencing the

number of consumers and the category is a driver in

lifting consumer purchase interest

Develop an execution that allows the Product of the

Year logo to “pop” and be noticed

PRINT

8

TELEVISION

A growing number of winners are developing dedicated

TV spots to announce the Product of the Year win.

A dedicated message allows the spot to be executed as

a :15 and within the character of the brand.

Most winners repurpose existing product launch spots,

tagging the Product of the Year win as a :05 tag.

End frame should be both see / say of the award,

referencing both name of category and # of

consumers voting.Cocoa Butter Formula - Skin Therapy Oil

Berocca Twist N Go

Finish Dishwasher Tablets

9

PACKAGING

Registering the Product of the Year logo on package

has proven breakthrough on shelf and positively

impacts purchase consideration.

Logo treatment is highly dependent on available

label real estate.

The required # of consumers voting and category

name can be referenced on back if packaging space

is limited.

Ensure greatest impact by placing logo in context of

important product attribute information or dominant

package features (i.e. lids / tops).

10

PACKAGING

Most effective activation on package includes a front

and back execution of the Product of the Year logo.

Back of package logo execution may contain more

information of the Product of the Year award.

Side of pack execution should also be a consideration

depending on how product is shelved.

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Varnish

Brand/JobDescription:

JobNo./SubJobNo/ArtworkVersion:

Range:

PackType:

DielineReference:

Artworker:

Date:File dispatch:

AccountManager:

Preproduction Manager:

PrintProcess:

Substrate:

Screen

BarcodeNumber:

BarcodeSize: BWR:

Artworker

Q.A.:

PreProduction:

Account Manager:

Maximumcolours:

Sign:Date:

supplied.WGS/VCGcannotbe heldresponsibleforanychanges/ editsto the

the printprocess.

IMPORTANT:

considered “at risk” and printed material may be subjectto rejection. It is the printer’s responsibility to applyangles and LPI.This proof is accurate for all colours,DO NOTmatch to any Pantone book or other reference.

InkCoverage

FileType

16-FEB-15

Design Layout KJ24708 KSJ182749

ITF-14 29300633462479

Snack Bite Apricots, Almonds & Quinoa 20 x 22g - display box

KJ24708 KSJ182580 -v2.2

Macro Muesli Bars Healthy Snacking Bites

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Matt Varnish60.47%

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PANTONE 362 C4.84%

PANTONE 9200 C22.1%

Black1.87%

Yellow3.73%

Magenta2.98%

Cyan0.3%7

HannapakBells Line of RoadNorth RichmondNSW 2754

AustraliaDavid Hossack (APP)0061 2 4571 1000

Carton - irregular

Lorraine Denisenko

23/01/2015

Martin Clark

AP

11

PACKAGING

The Product of the Year logo featured on shelf

wobblers and Neck tags is an effective device for

further driving coupon redemption and overall

purchase interest.

Winner Alcohol Category.Survey of 15,050 people by Nielsen.

12

Winners frequently feature Product of the Year

logo on special displays.

Size of pack and available label real-estate may

require Product of the Year logo to be featured

on display or product case rather than each

individual package.

IN-STORE / DISPLAY

Survey of 11,667 people by Nielsen

Always read the label. Use only as directed.For the temporary relief of pain. Incorrect use could be harmful.

Consult your healthcare professional if symptoms persist.PANADOL®, OPTIZORB® and device are registered trade marks

of the GlaxoSmithKline group of companies.

Health & Wellbeing

VOTED

#1

Always read the label. Use only as directed.For the temporary relief of pain. Incorrect use could be harmful.

Consult your healthcare professional if symptoms persist.PANADOL®, OPTIZORB® and device are registered trade marks

of the GlaxoSmithKline group of companies.

Health & WellbeingSurvey of 11,667 people by Nielsen

VOTED

#1

13

Product of the Year logo can be effectively

incorporated on header cards for shippers /

case displays.

In-Store shelf wobblers also make effective

devices to feature the Product of the Year.

IN-STORE / DISPLAY

“Australia’s favourite, now mine too!*”

Total repair at the heart of the hair.

5 Hair Problems?1 Solution!

Fight the 5 signs of damaged hair:

THINNINGDULLNESSBRITTLENESSDAMAGESPLIT-ENDS

* Total Repair 5 Shampoo & Conditioner Winner Haircare Category. Survey of

5,000 people by TNS Australia.

14

Use Product of the Year logo on promotional collateral.

Ensure that the logo is featured in the proper context

of the winning product.

The Product of the Year logo breaks through clutter

and crowded environments.

IN-STORE / DISPLAY

2015

General Household CleaningSurvery of 15,050 people by Nielsen

2015


2015


2015


2015


2015


2015


2015


2015


2015


2015


2015


15

Headline copy in brand sites can creatively announce

the win while also emphasizing benefit language.

Provide dominant use of Product of the Year logo.

DIGITAL

VOTED PRODUCT

OF THE YEAR

Winner Hair Colour Category.

Survey 16,277 people by Nielsen.

THE 1ST OIL

POWERED HAIR

COLOUR

The hair colour is magnificent, covers my greys 100%

– NEILRAWSON

As reviewed by consumers on“ “

16

Copy on site can link to additional pages dedicated to

providing more information on the Product of the Year

win.

Banners can also link to product pages and more info

on the Product of the Year Program.

Prominent display of the logo is important.

DIGITAL

17

Build up to the announcement of your Product of the

Year win

Engage followers on Awards Night using images

captured at the Awards Show.

Join Forces with other winners and do joint

giveaways, promotions.

SOCIAL

18

Use the Product of the Year logo as a device to solicit

Likes on Facebook.

The Product of the Year award can also generate

consumer engagement by asking for their own

“review” of the product.

SOCIAL*

*Examples from the USA

19

Outdoor makes an effective media for announcing the

Product of the Year award.

The headline can be simple (“Winner”) and the Product

of the Year logo communicates easily at-a-glance.

OUTDOOR

Serving suggestion. *With a glass of low fat milk. BELVITA and device are trade marks used under license.

CRAM A LITTLE CRANBERRY INTO YOUR MORNING.FIND US IN THE BISCUIT AISLE.

NEW CRANBERRY

NEW

Winner Specialty Biscuit Category. Survey of 11,667 people by Nielsen.

Winner Coffee Category. Survey of 16,277 people by Nielsen.

VOTEDNUMBER 1COFFEE CATEGORY 2014

SL 1331-1 1510x1010 Shopalite 33%.indd 1 12/02/14 6:15 PM

20

Product of the Year can be featured on Trade

giveaways (i.e. collateral cube) within the context of

other product innovation information

Several winners announce their win — in concert with

their press release — using a trade ad

Ad placement in the trade pubs typically generates

added value editorial for the winning products

TRADE

Topical silicone treatmentsare recommended in

International Guidelinesas first-line therapy forthe prevention and

treatment of red andraised scars.1-5

Scar TreatmentWins Product of the Year 2015 in Skin Care

Bepanthen.com.auAlways read the label. Use only as directed. References: 1. Mustoe TA et al. Int clinical recommendations on scar management. Plast Reconstr Surg. 2002 Aug; 110 (2):560-71. 2. Ziegler UE. International Clinical Recommendations on ScarManagement. Zentralbl Chir. 2004;129:296-306. 3. Heinlin J et al. Scars and Keloids – What can be Done. Akt Dermatol. 2008;34:441-21. 4. Bloemen MCT et al. Prevention and curative managementof hypertrophic scar formation. Burns. 2009;35:463-75.5. Juckett G et al. Management of Keloids and Hypertrophic Scars. American Family Physician. 2009; 80(3):253-89.

NEWPHARMACY ONLY

Sigma

136291

RRP

$19.95 314013 555835

Symbion API

Available now, contact your territory manageror customer service on 1800 008 757 today

3. PROTECT

Silicone Gel to forma protective barrierover the scar to helplock in moisture

1. MASSAGE

Innovative massageroller helps break down excess collagen

2. NOURISH

Moisturising formula (including Pro-Vitamin B5) assists by moisturising and reduces scar redness and itching

SMOOTHER SOFTER FLATTER SCARS

Scars can be distressing and affect your customer’sself-confidence. Many women are unaware that you can help treat a scar to reduce its appearance.

Bepanthen® Scar Treatment is a silicone based gel.

Bepanthen® has a unique triple action for optimal scar treatment

B5

Winner Skin Care Category.Survey of 15,050 people

by Nielsen.

FLA

ME_

BAY1

723A

_02/

15

Note: While Flame™ has taken great care in preparing this artwork responsibility for the printed artwork and copy accuracy lies with the client. The printer is responsible for checking artwork before plates are made, accuracy in measurements, plates tolerance requirements, registration and construction detailing. Any questions please contact flame before proceeding with the job. Copyright 2015 Flame.

Name: FLAME_BAY1723A Bepanthen Scar Treatment POY Advert

Date: 05.03.15 | Round: 02Size: 340 Hmm x 240 Wmm Luigi Pagnozzi (account service) | [email protected] | +61 2 9887 8500 | flame.com.au

Winner Laundry Category.Survey of 7000 Australians by TNS.

Pr

oduc

t of the Year!

Surf w

ins Laundry

Now available in Surf Pods with Essential Oils.

An innovation in laundry offering consumers sensational fragrance

in a new convenient format.

21

For appropriate products, the Product of the Year

logo can be effectively used in the context of product

demos / experiential tactics.

The award has demonstrated to lift engagement with

these types of initiatives

SAMPLING

22

OTHER IDEAS

Date 21 January 2011 3:50 PM Design CMYK MONO Approved to Despatch

Client Layout PMS0000 PMS0000 PMS0000 PMS0000

Campaign GMF0052 Floor Sticker 889x647 v01 Final Artwork

FLiGht CheCK | Spell Checked | Fonts Checked | images Checked: hiRes Linked | Colour checked

Proof Required Operator traffic Manager Creative team Leader

Studio Manager Account team Leader

Production Manager Creative Client

Everyone LOVES

WonderWhiteEveryone LOVES

WonderWhiteEveryone LOVES

WonderWhite

*Winner Fresh Bake Category. Survey of 5,000 people by TNS.

GMF0052 Floor Sticker 889x647 v01.indd 1 21/01/11 3:53 PM

Floor Media

Internal Communications - Social

Staff email header/footer

Freezer Decal

Internal communications Poster

23

INTEGRATED CAMPAIGN

berocca

28.01.2011

product of the yearstage 3

Proudly announcing that Berocca Twist ‘N’ Go has been voted 2011 Beverage Product of the Year.

TV/Pay TV Advertising

National PR Campaign

Sampling & Demonstrations

Instore POS Materials

Integrated Support Program Feb Mar Apr May Jun

Berocca® Performance assists in the improvement of general well being.Always read the label. Use only as directed. Berocca Performance is a registered trademark of Bayer. Bayer Australia Limited

For order enquiries, please call ‘The Distributors’: 1800 989 022 or fax: (02) 8252 0865

stage 3 - trade advert

© copyright the saltmine design group pty ltd 2011

WINNER!PRODUCT OF THE YEAR

Winner Beverage Category.Survey of 5,000 people by TNS.

297mm x 210mm

Always read the label. Use only as directed.Bayer Australia Limited

stage 3 - counter mat




300mm x 400mm



stage 3 - fridge sticker

option 1

option 2


WINNER!Winner Beverage Category.

Survey of 5,000 people by TNS.



250mm x 145mm

250mm x 145mm

40mm

30mm

stage 3 - counter unit header




Always read the label. Use only as directed.

Bayer Australia Limited



option 2

option 1

Always read the label. Use only as directed.

Bayer Australia Limited

supplied dieline

supplied dieline



Proudly announcing that Berocca Twist ‘ ’ Go has been voted 2011 Beverage Product of the Year.

stage 3 - wobbler


option 1 option 2





85mm x 185mm 85mm x 185mm

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PRODUCT OF THE YEAR WINNERS ACTIVATION … CONTENTS CONTENTS 2 HOW TO USE THIS … 3 CONTENTS 4...

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