• by Staff Writers , November 7, 2011

Leading up to the 2011 Creative Media Awards, which will be held Dec. 14^th in New York City, MediaDailyNews is re-publishing the most creative media campaigns of 2010. Today we revisit the winner and finalists in the “Consumer Magazines” category.

Versatility Campaign for Church & Dwight / Arm & Hammer / Baking Soda by Maxus

Maxus
Church & Dwight/Arm & Hammer/Baking Soda, “Versatility”
Winner

A&H’s baking soda has a million uses beside keeping the refrigerator scent-free. To modernize a 160-year-old brand, vertical ads were positioned next to a magazine’s lifestyle content: food, personal care, household, etc. The copy was clean, brief and effective, enhancing edit with useful ad tips. Take note: you can add a pinch of A&H to keep cupcakes from cracking and your face glowing. Talk about versatile! And readers listened: total pounds of A&H Baking Soda used increased by 4.9% in the last 52 weeks; in addition, consumers are buying bigger boxes: the two- and four-lb. sizes. Best of all, from a grow-your-demo vantage point, the 35-44 set has increased usage by 16 points.

Countdown for Kimberly Clark/Huggies by Mindshare

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Mindshare
Kimberly Clark/Huggies, "Countdown"
Finalist

Huggies created Countdown magazine, which is chock-full of helpful info about everything from pregnancy to sex, labor pain to the baby's development. The art direction is bright and the edit accessible rather than overwhelming. Key reminder per Countdown: The baby can recognize your voice inside the womb. (So make sure she hears more Gershwin and less reality TV.) Huggies ads in Countdown were informative and practical versus relentlessly pitchy. Plus, it cleverly let expectant mothers register for diapers. Since babies go through 10+ a day, it pays to be prepared. The magazine built brand equity by doubling as a service pub, and the effort worked; 83% of the 1.5 million moms who got it stated they would "definitely or probably" purchase Huggies diapers.

Brand for Fidelity Investments by Fidelity Investments Media Services

Fidelity Investments Media Services
Fidelity Investments, “Print Branding”
Finalist

Targeting its print branding campaign across six popular consumer titles, Fidelity came up with custom executions for each. In the New Yorker, cartoons in the magazine’s classic style ran as special “cartoonvertorials,” making jokes about investment strategies during various lifestages (such as “Living in Retirement”). In The Week, Fidelity’s green “guidance line” was woven through the table of contents, providing guidance through the issue. A special guide-to-top-museums section in Smithsonian also utilized a green guideline theme. A “Retirement From Tee to Green” gatefold ran in Golf. Along with these elements, Fidelity also negotiated special placement in the retirement issue of Money, and a tabbed cover takeover in SmartMoney.