2020 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
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2020 WINNERS ACTIVATION PLAYBOOK
CONTENTS
1. HOW TO USE THIS DOCUMENT
2. ACTIVATION PRINCIPLES
3. ACTIVATION EXAMPLES BY MEDIA
• Press Release
• Print
• Television
• FSI
• Packaging
• In-Store / Display
• Digital
• Social
• Outdoor
• Trade
• Experiential
• Hispanic
HOW TO USE CONGRATULATIONS! Y O U ’ R E A 2 0 2 0 W I N N E R 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 US winners over the last 11 years. These examples are designed to inspire your activation planning and facilitate discussions on what an integrated activation plan can look like for leveraging your Product of the Year win.
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 40,000
Consumers respond to knowing that winning products have been
voted on by shoppers like them. 44% of shoppers are likely to buy a
product recommended by 40,000 consumers (Kantar 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
PRESS RELEASE
Prepare and release an
announcement of the
Product of the Year win
for distribution on
February 7th, 2020
Emphasize the specifics
of your 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
PRINT
Consider a dedicated
execution highlighting the
Product of the Year award
Develop within the
character of the brand
© 2016 Edgewell. Playtex and all other trademarks are owned or licensed by Edgewell.
A PAD THAT STAYS COMFORTABLE. If a dedicated execution
NO MATTER HOW HARD YOU PLAY. is not possible, note that
several winners repurpose
existing creative and
simply “tag" the Product
of Year logo within body
copy
Ultra Thin Pads from Playtex® Sport® have a
Qwik-Dry Absorbent Core to keep you feeling fresh,
and a FlexFit design to twist and turn with your
body. Sport Level Protection™
, so you can Play On®.
Winner in Feminine Care category. Survey of 40,000 people by TNS.
PRINT
Adding copy like “Voted
#1” while also referencing
the number of consumers
and the category is a
driver in lifting consumer
purchase interest
PRINT
Develop an execution that
SMIRNOFF Red, White & Berry. Vodka Infused With Natural Flavors. 30% Alc/Vol. The Smirnoff Co., Norwalk, CT. ITM-00139655 allows the Product of the
Year logo to “pop” and be
noticed
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
FSI
Consider featuring
A dedicated FSI featuring Product of the Year in the
ure Protein MyMagazine (Sept.)
the Product of the Year
logo has proven to
headline, announcing the
award
ound 2, Option 1 increase coupon
redemption consideration
by 24% Include category name
and # of consumers
Shown at 80% actual size.
HAVE YOU TRIED OUR
AWARD-WINNING PERIOD PRODUCTS?
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F IT N ESS* vo te
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† Winner in Feminine
Care category. Survey of #40,0
40,000 people by TNS.
MANUFACTURER’S COUPON EXPIRES 00/00/2017 MANUFACTURER’S COUPON EXPIRES 00/00/2017 MANUFACTURER’S COUPON EXPIRES 00/00/2017
Save Save Save
$
1.00
on any ONE (1) package of
BRAND® Product Name
Product
Image
$
1.00
on any ONE (1) package of
BRAND® Product Name
Product
Image
$
1.00
on any ONE (1) package of
BRAND® Product Name
Product
Image
(not valid on 9 ct. or less) (00 ct. or larger) (00 ct. or higher)
Reproduction, alteration, proliferation, Reproduction, alteration, proliferation, Reproduction, alteration, proliferation,
or sale of this coupon or its contents or sale of this coupon or its contents or sale of this coupon or its contents
is strictly prohibited. Civil and criminal is strictly prohibited. Civil and criminal is strictly prohibited. Civil and criminal
penalties up to $2,000,000 and/or penalties up to $2,000,000 and/or penalties up to $2,000,000 and/or
imprisonment may apply. imprisonment may apply. imprisonment may apply.
CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE
on product/quantity specified. CANNOT BE COMBINED on product/quantity specified. CANNOT BE COMBINED on product/quantity specified. CANNOT BE COMBINED
with any other coupon. Any other use constitutes with any other coupon. Any other use constitutes with any other coupon. Any other use constitutes
fraud. VOID IF COPIED, SCANNED, TRANSFERRED, fraud. VOID IF COPIED, SCANNED, TRANSFERRED, fraud. VOID IF COPIED, SCANNED, TRANSFERRED,
AUCTIONED, PURCHASED OR SOLD. RETAILER: AUCTIONED, PURCHASED OR SOLD. RETAILER: AUCTIONED, PURCHASED OR SOLD. RETAILER:
K-C will reimburse you the face value of K-C will reimburse you the face value of K-C will reimburse you the face value of
this coupon plus $.08 handling if submitted this coupon plus $.08 handling if submitted this coupon plus $.08 handling if submitted
in compliance with our Coupon Redemption in compliance with our Coupon Redemption in compliance with our Coupon Redemption
Policy. Mail coupons or requests for Policy Policy. Mail coupons or requests for Policy Policy. Mail coupons or requests for Policy
to: Kimberly-Clark 1112, P.O. Box 880001, to: Kimberly-Clark 1112, P.O. Box 880001, to: Kimberly-Clark 1112, P.O. Box 880001,
El Paso, TX 88588-0001. Void where prohibited El Paso, TX 88588-0001. Void where prohibited El Paso, TX 88588-0001. Void where prohibited
or restricted. Cash value 1/100 cent. Valid only or restricted. Cash value 1/100 cent. Valid only or restricted. Cash value 1/100 cent. Valid only
in the USA, its Territories and Possessions. in the USA, its Territories and Possessions. in the USA, its Territories and Possessions.
® Registered Trademark or * Trademark of ® Registered Trademark or * Trademark of ® Registered Trademark or * Trademark of
Kimberly-Clark Worldwide, Inc. © KCWW. Kimberly-Clark Worldwide, Inc. © KCWW. Kimberly-Clark Worldwide, Inc. © KCWW.
GNAD-0000 A0X C-000000 GNAD-0000 A0X C-000000 GNAD-0000 A0X C-000000
03.20.18 Pure Protein MyMagazine (September), Round 2 • 1FSI
ENJOY THE TASTE
OF VICTORY
6.25.18
Survey of 40,000 people by Kantar TNS
Winner Frozen Entrée Category
RM
MANUFACTURER COUPON EXPIRES 1/27/19
TOTAL NUMBER OF COLORS: 4/0
SAVE $ 2
enlarged to
show detail
00
on any ONE (1) bag of
COOKED PERFECT Fire Grilled Chicken
Find COOKED PERFECT® Fire Grilled Chicken
in the Frozen Foods Aisle
Survey of 40,000 people by
Kantar TNS. Winner Sugar
hmf80794_fgc_mymag_gameday_m2.indd
Confections Category
Toffifay® is a crunchy whole HAZELNUT inside a CHEWY caramel cup,
DESCRIPTION: Ad with Coupon
with chocolate hazelnut FILLING, and a drop of smooth CHOCOLATE.
TRIM SIZE: 5.5" x 8.875"
Step up your appetizer game with the
BLEED SIZE: .125X"
LIVE AREA: .125X"
MANUFACTURER’S COUPON | DO NOT DOUBLE | EXPIRES 4/30/18
hard-hitting flavors of Cooked Perfect TO THE RETAILER: We will pay you the face value of the
Save 50¢
coupon plus 8 cents if all terms are met. TERMS: Good
Fire Grilled Chicken. These easy apps are
FILE NAME:
only in USA. LIMIT ONE COUPON PER PURCHASE.
Coupon void if a reproduction; transferred before store
big crowd-pleasers because each bite of redemption; prohibited, licensed, taxed or restricted;
not presented by you; you do not show on request
product invoices for all redeemed coupons. Customer
chicken is grilled over an open flame. Pick pays sales tax. Mail To: Home Market Foods, Inc., CMS
Save 50¢ on any one (1) Toffifay® pack out a delicious lineup from a variety of
Dept #36669, 1 Fawcett Drive, Del Rio, TX 78840.
© 2018 Home Market Foods, Inc. All rights reserved.
unique flavors and cuts.
Consumer: Good only on purchase of product(s) indicated. Coupon cannot be used in combination with any other
coupon. Valid only in USA, APO’s and FPO’s. Void if sold, transferred, reproduced, prohibited, taxed or restricted. You
pay any sales tax. LIMIT ONE COUPON PER PERSON. Retailer: DO NOT DOUBLE COUPON. Storck USA, L.P. will
reimburse you the face value of this coupon plus 8¢ for handling if submitted in accordance with our Coupon
Redemption Policy, available at www.nchmarketing.com. Cash value 1/20¢. Send coupon to: Storck USA, L.P. (#299),
FIRE MAKES GAME DAY BETTER
NCH Marketing, P.O. Box 880001, El Paso, TX. 88588-0001 ©2018 Storck USA, L.P.
Execute copy to announce
the award in the context Highlight logo and
of the product innovation execute copy in relation
and within the character to your win
of the brandSMALL GAUZE PADS
PACKAGING
25 2 x 2 in (5.1 x 5.1 cm)
SMALL GAUZE PADS
Registering the Product of
the Year logo on package
has proven breakthrough
on shelf and positively
impacts purchase
d apply
e. consideration
eep or NATURALLY SOOTHING NATURALLY SOOTHING
velops ELIMINATES BACTERIAL ODORS ELIMINATES BACTERIAL ODORS
SMALL GAUZE PADS SMALLEnsure
GAUZEgreatest
PADS impact by
placing logo in context of
INFUSED
important product INFUSED
WITH
BAKING attribute information,
WITH
BAKING
SODA SODA
product claims or
dominant package
25 2 x 2 in (5.1 x 5.1 cm)
SMALL GAUZE PADS
*
25 2 x 2 in (5.1 x 5.1 cm)
SMALL GAUZE
features (i.e. lidsPADS
/ tops)
The required # of
consumers voting and
category name can be
referenced on back if
packaging space is limited
Logo treatment is highly
dependent on available
label real estatePACKAGING
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
Nutrition Facts
more information of the
GLUTEN BITE About 3.5 servings per container
Serving size 1 oz (28g/about 45 rice cakes)
Product of the Year award.
White
WE’RE GOLD EMBLEM: FREE SIZED Amount per serving
Calories 120
OUR STANDARD IS
DELICIOUS
% Daily Value*
Cheddar FLAVORED
Total Fat 4g 5%
Saturated Fat 0.5g 3%
We are all about our ancient grains.That’s why Trans Fat 0g
we added sprouted grain quinoa to brown rice to Polyunsaturated Fat 0.5g
make our new bite-sized rice cakes.And when we Monounsaturated Fat 2g
mixed in some zesty cheddar cheese flavor, they Cholesterol less than 5mg 2%
became a tasty sensation we just had to share.
These crunchy little treats are whole grain Quinoa & Rice Cakes Sodium 260mg
Total Carbohydrate 18g
11%
7%
and gluten free, making them one of our Dietary Fiber 0g 0%
Total Sugars less than 1g
favorite savory snacks.
WHOLE GRAIN Includes 0g Added Sugars 0%
At Gold Emblem abound®, we believe a healthy Protein 2g
life should be a tasty life.That’s why we carefully
source nutritious ingredients that satisfy your Vitamin D 0mcg 0%
cravings, but never give up great taste.We make Calcium 20mg 2%
VES
choosing nourishing snacks simple.Because NO ARTIFICIAL PRESERVATI Iron 0.6mg 4%
with us, wholesome choices abound. Potassium 38mg 0%
NO ARTIFICIAL FLAVORS * The % Daily Value (DV) tells you how much a nutrient in
a serving of food contributes to a daily diet. 2,000 calories
S
ARTIF ICIAL SWEE TENER
a day is used for general nutrition advice.
NO INGREDIENTS: WHOLE GRAIN BROWN
NO ARTIFICIAL COLOR S RICE, WHITE RICE FLOUR, SEASONING
(CHEDDAR CHEESE [CULTURED MILK,
SYRUP
NO HIGH FRUCTOSE CORN SALT, ENZYMES], WHEY, SALT,
BUTTERMILK, NATURAL FLAVOR,
LACTIC ACID), SUNFLOWER OIL,
YELLOW CORN, WHOLE QUINOA.
ALLERGY INFORMATION: CONTAINS MILK.
Distributed by: CVS Pharmacy, Inc.
Side of pack execution
One CVS Drive, Woonsocket, RI 0 2 8 95
* © 2 0 1 9 CVS/ph armacy
CVS.com® 1 -8 0 0 -SHOP CVS
Manu factu red in th e U.S.A.
V-3 3 97 1
*Survey of 40,000 people by Kantar TNS
Winner Better-For-You Snack Category.
We guarantee you’lllove this item
or your money back.
should also be a
#2 2 8 8 5 6
consideration depending
per 1 oz
120
CALORIES
0.5g
SAT FAT
260mg
SODIUMPACKAGING
IRC NECK TAG
The Product of the Year
logo featured on IRC’s and
Neck tags is an effective
device for further driving
coupon redemption and
overall purchase interestIN-STORE
DISPLAY
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
This is also common
within some Club
channelsIN-STORE
DISPLAY
SHIPPER / DISPLAY HEADER
VOTED # 1
Product of the Year logo
can be effectively
incorporated on header
cards for shippers / case
displays
Winner sensitivity pain relief category.
Survey of 40,000 people by TNS
In-Store shelf violators and
SHELF DANGLER floor talkers also make
effective devices to
/ VIOLATOR feature the Product of the
Year
FLOOR TALKER
2013 2013
Real Fruits. Real Fruits.
Real Nuts. Real Nuts.
Real Recognition! Real Recognition!
Winner, Breakfast Category. Winner, Breakfast Category.
Survey of 50,138 people by TNS. Survey of 50,138 people by TNS.IN-STORE
DISPLAY
IN STORE / DIRECT
INSERT - ROUND 7
022515i_ALD_MASTER_PG.2-3
T:21”
MAIL CIRCULAR
S:20.5”
MAIN DISHES & SNACKS
Set
x 28" H
WAS 1.79
Use Product of the Year
1.59
logo on promotional
2.99 99¢ 1.79
6.99 Mama Cozzi’s Pizza Kitchen Build-A-Pizza Kit
Comes with sausage, pepperoni, vegetables and seasonings
to create your own 12" pizza. 29 oz.
Bremer Garlic Chicken
or Alfredo Chicken
Skillets
Reggano
Skillet Dinners
Assorted varieties.
L’oven Fresh Parmesan
Romano or Garlic Herb
Garlic Bread
Brookdale
Chunk Chicken Breast
12.5 oz.
collateral
21 oz. 5.6-6.4 oz. 10 oz.
2.99 1.99
PIZZA NIGHT
EACH
Mama Cozzi’s Pizza Kitchen
2-Pack Pizza Crusts With Sauce
Mama Cozzi’s
Pizza Kitchen
Cheese Pizza Ensure that the logo is
Thin or Original. 24-32 oz. 20 oz.
2.49 5.99 1.99
39¢
3.99
Kirkwood
Mama Cozzi’s Pizza
Kitchen Combo or
Mama Cozzi’s
Pizza Kitchen
Appetitos
Frozen Appetizers Cheese Club featured in the proper
99¢ 1.99
Pepperoni Pizza Combination Assorted varieties. Macaroni
H Chicken Nuggets Snacks Bagel Pizzas 8-11 oz. and Cheese
emill
ntials
orn Seasoning
Stonemill
Essentials
Italian
Mama Cozzi’s
Pizza Kitchen
Sliced
29 oz. 20 oz. 31.1 oz. 7.25 oz.
context of the winning
ed varieties. Seasoning Pepperoni
oz. 1.35 oz. 6 oz.
product
3.29 2.79
S:10.5”
T:11”
2.29 1.79 1.99 1.99
Happy EACH
Farms Happy Farms
Shredded Shredded EACH Clancy’s Microwave EACH EACH
Mozzarella Italian or Taco Clancy’s Traditional Butter Popcorn Savoritz Pita Crackers Little Salad Bar
Cheese
The Product of the Year
Cheese or Cheddar Party Mix 17.4 oz. Garlic & Chive or Sea Salt. Hummus
16 oz. 12 oz. 15 oz. 5 oz. Assorted varieties. 10 oz.
AWARD WINNER 2.49 3.99 4.99
4.99
Gluten Free
Soft Baked Cookies
Assorted varieties.
6 oz.
Gluten Free
Whole Grain
or White
Gluten Free Chicken
Breast Nuggets
16 oz.
logo breaks through
EACH Bread
9
Gluten Free
Pepperoni
or Cheese
Pizza
TM 12 oz.
clutter and crowded
ino
Survey of 40,000 people by TNS in the Convenience Meals Category.
10 oz.
Over 15 Gluten Free products in stores every day. environments
1.19 3.29
EACH
2.99
EACH
1.49
EACH
WAS 2.49 Gluten
Gluten Free Gluten Free
1.89 Free Rice
Pasta & Ravioli or Gluten Multiseed
Cheese Free Mix Crackers
Cheddar Brownie,
6 oz. Lasagna Assorted
9 oz. Baking varieties.
Mix,Chocolate 4.25 oz.
Gluten Free Chip Cookie
Pretzel or Yellow
Sticks or Cake. 15-19 oz.
022515i_ALD_
Mini Twists
8 oz.
Special Buys begin Wednesday, February 25
OUT OF STOCK CARD
Birmingham • MI • 48009 • 248-203-8000
APPROVALS: INITIAL/DATE
sion: — MAC ARTIST ACCT COORD PROOFREADER ART DIRECTOR
022515i_ALD_Master
#: 022515i_ALD_Master_Spread
Creative Director Julian Putti
Art Director Ed Parks
Copywriter Mike Stocker COPYWRITER PRODUCT SPEC ART BUYER LEGAL
0.5”
Acc’t Executive Matt F.
11” Acc’t Coordinator Brianna Slater
11” MAC Artist None
Production Robin Kujawa 248-203-8833
CREATIVE DIR EXEC CREA DIR ASST ACCT EXEC ACCT EXEC
tif,Backgrounds_Butch- Pubs —
e_LOGO_ForLightBkgrds.
8_HAS_GuessWho_PKG.
28_HAS_Connect4_PKG.
ssland
Pre Press Studio 360 Inks CMYK SR ACCT EXEC ACCT SUPER ACCT DIRECTOR PRODUCTION
Fonts Helvetica Rounded LT Std, ALDI SUED NOTES: None
D
OT, Tiza, Times
Out of Stock cards are an effective
way to maintain credentialingDIGITAL
Headline copy in brand
sites can creatively
announce the win while
also emphasizing benefit
language
Provide dominant use of
Product of the Year logoDIGITAL
SOCIAL
Dedicated Social Media Playbook will be provided Jan 2020
TWITTER
Build up to the
announcement of your
Product of the Year win
Engage followers on
Awards Night using
images captured at the
Awards Show
Integrate the Product of
the Year win and seal with PINTEREST
your Instagram content
INSTAGRAMSOCIAL
The Product of the Year
Use the Product of the award can also generate
Year logo as a device to consumer engagement by
solicit Likes on Facebook asking for their own
“review” of the product
FACEBOOKOUTDOOR
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.TRADE
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 productsSALES
Product of the Year can be
featured in sales decks,
internal communications,
or corporate
presentations.
Provide your sales team
details about the award to
share with retailers and
buyers.EXPERIENTIAL
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 initiativesHISPANIC
Winners are encouraged
to activate the Product
of the Year logo to
support their Hispanic
efforts in the US
Winners typically repurpose Product of the Year will
main market assets for provide an Hispanic
Hispanic adaptations version of the logo. All
guidelines apply.
HISPANIC TVYou can also read
