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Insight Traction
LIONS
Presenting the Insight Traction Lions. Our version of the (slightly more) famous Cannes Lions. Our awards honour simple, clear & effective shopper communication. Communication that prioritises simplicity over complexity. Clarity over obscurity. Effectiveness over creativity.
And the “Instantly Recognisable” award goes to Duracell. The absolute gold standard for display units.
And the “Topping & Tailing” award goes to Elastoplast. Cleanse. Protect. Heal. From 1 purchase to 3.
And the “Directing Shopper Behaviour” award goes to Sainsbury's. Do you think they want us to eat more fish?
And the “Spelling It Out” award goes to Topo Chico. So that’s what a hard seltzer is. Just alcohol + sparkling water.
And the “Reason To Buy” award goes to Asda. Giving shoppers a clear & tangible reason to buy long-life Juice.
And the “You Can't Miss This” award goes to Danone. If you’re going to say it, you might as well make sure shoppers see it, right?
And the “No Message Required” award goes to Kit Kat. Brilliantly bringing to life the “have a break” proposition without words.
And the “Perfect Match” award goes to Kettle Chips & Peroni. So good, we named the award after it.
And the “Tackling Things Head On” award goes to innocent. These guys really are the masters at simple & attention grabbing communication.
And the “Consistent Communication” award goes to Actimel. Whether it’s for kids or dairy free, it’s always about “immune support."
And the “Quick Ideas For Dinner” award goes to Tesco. That’s tonight’s dinner sorted.
And the “What + Why Combo” award goes to Ariel. What = wash colder. Why = it saves energy.
And the “Easy as 1 - 2 - 3” award goes to Tesco Tray Bake. Base + Hero + Sauce. Simple.
And the “Social Proof” award goes to Nescafe. Why should I buy Nescafe Azera? Because a fellow Asda shopper says it’s the best instant coffee by far..
And the “Ronseal” award goes to Heinz. For doing what it says on the tin (well…tray).
And the “Challenging Perceptions” award goes to Marks & Spencer. Shouting about the key advantages of Frozen to help reinvent a (perceived) “unloved” category.
And the “Livening Up Lunch” award goes to Sainsbury's. Breaking us out of the monotony of the same sandwich every single day.
And the “Walking the Sustainability Walk” award goes to Tesco. Making it really easy for shoppers to make more sustainable choices..
And the “Important Numbers” award goes to Mars. Probably more important than ever given the impending HFFS regulations.
And the “Hammering Home Two Short Words” award goes to Wrigley's. Have you got gum...? No…? Well then, you’d better get gum.
Whilst out and about we came across a few messages that tickled us.
So, we thought we’d round things off by sharing some of the most amusing things we’ve seen...
And the “Who Can Say Immunity Loudest” award goes to Kirkland. Brands have been on an immunity arms race this year. Kirkland have the biggest gun.
And the “Over Promising” award goes to Brighton Burgers. That must be one hell of a burger…
And the “So, You Think You're Good Then?” award goes to Rowe's. Is there anything they aren’t better at?
And the “Don't Beat Around The Bush” award goes to Ducolax. If you’re in the Laxative game, you might as well be No 1. Nothing will empty you quicker.
And the “How The F*** Did This Happen” award goes to Barclays. Surely you just take it down a font size…?
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