Case Studies

The biggest testament to the fact that POY delivers measurable results is that 90% of our winners enter again the following year and 44% even increase their number of entries. However, we always love to hear from our winners how the Product of the Year seal helped their business. Here is a look at some specific success stories from our winners.

L’Oreal Elvive Total Repair 5

L’Oreal Elvive Total Repair 5 won the 2011 Haircare category and used the Product of the Year logo across TV, on-line print and at Point of Sale to support all of their advertising. This saw them achieve great success with their products throughout the year.

“Having won the 2011 Haircare Product Of The Year with Elvive Total Repair 5 we saw this as an important competitive advantage. Following an initial press announcement the win was supported in all brand communications across various mediums including TV, print and in-store initiatives. With the logo and award included on over $1M worth of support, Product Of The Year proved to be an important part of the success of Elvive Total Repair 5 throughout 2011.”

Cameron Woods
Group Brand Manager – L’Oréal Paris Haircare & Hair Colour

Nurofen

  • First ever campaign in Australia to introduce Product of the Year 2010
  • Integrated campaign included TV, Print, Outdoor, Online and POS
  • Increased product sales by 22% against the average of the 3 previous months, and in-market value sales of total brand up 9%
  • “It’s exciting to know that consumers have voted your product as their chosen product of the year and it validates the fact that we have truly provided consumers with a product innovation that meets their needs’ Sarah Abaniel, Senior Brand Manager

Kellogg’s Sultana Bran Buds

  • First ever campaign in Australia for a Kellogg’s product featuring the Product of the Year logo

    • Integrated campaign including TV, on-pack, online, and sampling

  • Strong first year sales for the brand with further growth planned
  • “We were thrilled to learn that consumers had voted Sultana Bran Buds as their product of the year. We work really hard everyday to make products that truly meet the needs of our consumers so it’s a great feeling when we get it just right.” – Jaime Fabricant, Brand Manager.

International Case Studies

Pantene Pro-V
Procter & Gamble

  • First ever campaign in the UK to introduce Product of the Year
  • Integrated campaign included TV, Print, In-Store, Packaging and PR elements
  • Increased sales by 120%, published by P&G in a brochure for Wella System Professional

Herbal Essences
Procter & Gamble

Campaign included TV, Packaging and In-Store
Increased sales by 135%, published by P&G in a brochure for Wella System Professional

Wella System Professional
Procter & Gamble

  • System Professional was so successful with POY in the UK that they entered two products as soon as POY opened in the US
  • System Professional Gloss-On won the Salon Hair Care category and used the seal on packaging, in collateral, stylist training and events and PR
  • The award helped System Professional generate unprecedented PR for the line in 2009.
  • In 2010 the System Professional marketing team endorsed the program to all Procter & Gamble Professional product lines in a group presentation.
  • “The Product of the Year award has helped us tremendously in getting attention from the beauty industry media. It not only got us on their radar but led to great PR coverage we were unable to get before as a small brand. ” – Natalie Banks, Wella Marketing Director

Cesar Treats
Mars Petcare

  • Brand pulled together all creative resources to come up with integrated campaign
  • Leveraged seal across national print, News America in-store campaign, online, CRM and co-op print and FSIs
  • PR agency worked closely with POY’s agency to ensure outreach to same media outlets
  • PR agency created their own campaign on top of POY’s, generating 40 Million impressions and placements in prominent Times Square and Vegas locations
  • Brand team armed salesforce with key POY messages and was able to secure additional distribution with national accounts
  • Used POY seal to convince Target to bring back SKUs that had been cut previously
  • Brand won internal award for outstanding use of creative resources
  • The POY seal has significantly helped us increase distribution” – Ed Uebele, Marketing Director
  • “In the first 3-6 months after winning POY we got 40 Million media impressions and got Target to carry a third SKU of the product”
    - Mike SanClemente, Associate Brand Manager

Pledge Multisurface
SC Johnson

  • Leveraged seal across national print, shelf talkers, online banners and website, FSIs
    Hangtags at shelf on 1.5MM units
  • Shelf talk at 15MM food stores
  • Increased nationwide retail distribution
  • Recognized internally along with fellow brand winner Glade in all-company address by CEO and through online banners on employee intranet
  • “The Product of the Year Symbol is going to help us differentiate from the hundreds of other home cleaning products. The endorsement from 60,000 people is huge for us and will help us increase the believability of our promise.”
    – Dave Miller, Brand Manager

Glade Sense & Spray
SC Johnson

  • Leveraged seal across national TV, packaging and FSIs
  • Trained salesforce on key points to successfully increase retail distribution nationwide
  • Recognized internally along with fellow brand winner Pledge in all-company address by CEO and through online banners on employee intranet
  • “It’s a win all round for us and our customers. Being voted a winner by 60,000 consumers and then being able to put that message on the shelf gives us great credibility”
    – Neil Shah, Brand Manager

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