CASSIES 99 RECOGNIZES CANADIAN ADVERTISING SUCCESS
By Adnews Staff
Lever Ponds Sunlight laundry detergent cleaned the slate at the 99 Cassies, leaving at the end of the evening with the Grand Prix award and a gold in the other packaged goods category. Lever Ponds and its Toronto-based agency Ammirati Puris Lintas were awarded for its "Go Ahead. Get dirty." campaign launched in April 1998. The campaign positioned Sunlight with market leader Tide using the insight "Dirty clothes are bad, but getting them dirty is fun". The overall result of the campaign saw an increase of 2.5 per cent in the market share for Sunlight while Tide experienced a decrease of the same amount. Lever Pond's was also awarded a certificate in the packaged goods personal care category for its advertising from agency Ogilvy & Mather for its Dove brand. Additional gold winners of the evening were: Weston Bakeries Ltd. for its Wonder Bread advertising from Bensimon Byrne D'Arcy and Canadian Egg Marketing Agency for its eggs advertising from Roche Macaulay & Partners. Both tied for the gold in the packaged goods food category. The gold winner in the retail category was Petro-Canada for its advertising from Cossette Communications-Marketing. The gold winner in the financial services category was AGF Management Ltd. and its advertising from Young & Rubicam. The gold winner in the general services category was Microcell Solutions Inc. for its Fido advertising from BOS. Microcell Solutions was also awarded a gold in the best launch of a new product or service category. In the not-for-profit category, Big Brothers of Greater Vancouver was awarded a gold for its Big Brothers advertising from its agency Glennie Stamnes Strategy. And in the longer and broader category, the gold winner was Lipton for its becel margarine advertising from MacLaren McCann. In total, Cassies 99 had 55 cases representing 39 advertiser and 26 agencies. The event was held with a simulcast show between Montreal and Toronto.