Tracy-Locke takes home 2 Gold & a Silver at the Effies!

Compelling commerce has its rewards which proved true at the 2022 Effie Awards. We’re delighted that our Full of Detroit Soul campaign for Pepsi took home Gold in the Omnichannel Shopper Solution Category, and our Ziploc Functional Fashion program took home a Gold for Multi-Retailer Shopper Solution as well as a Silver for Omnichannel Shopper Solution. Talk about dominating a category!

In recent years, negative stereotypes have painted a dark picture of the Motor City. As Pepsi is a long-standing member of the Detroit community, we saw an opportunity to help the city refresh its perception, and connect with the Black community in deeper, more meaningful ways. We created a platform for local creators who are ‘Full of Detroit Soul’ to share their talent and stories with the city through art, film, music and of course, food. The purpose-driven omnichannel campaign launched with OOH giving local artists the canvas to express themselves and culminated during Black Restaurant Week with hyper-local creative sending people pouring into black-owned eateries.

As the category leader in storage and home organization, Ziploc® was looking for a way to change up the game. With already high penetration in food storage and utility on-the-go demand spaces, they asked us to think beyond the core business. As women spend an average of 5 to 10 minutes a day searching for something in their disorganized bag, Ziploc was uniquely positioned to solve this problem, and make on-the-go organization as joyful as home organization So we created the first-ever, fashion-forward Ziploc Accessory Bag – a shopper-first solution to break out of the food storage aisle. Our multi-retailer campaign launched at Walmart with 3 collections, 60 designs and 2 sizes, expanding Ziploc into a new category – transforming the curse of the purse into bag bliss.

Congratulations to our teams who brought home the hardware. Making it look easy is hard work. To learn more about both of these Effie Gold winning cases, read our case studies.

PepsiCo Full of Detroit Soul

Ziploc Functional Fashion