We’re thrilled to share some exciting news from last week’s 2023 PRWeek US Awards.
M Booth was honored with the “Best in Corporate Branding” award for our work on “The Power of a Data-Driven, Strategic Rebrand” campaign for Avery Dennison. We were also recognized with an honorable mention for our Pfizer team for Best in Employee Engagement!
We are so proud of this stellar work—and its impact for our clients.
A bit about the campaign: The Nike swoosh on sneakers is instantly recognizable, but few people think about how symbols end up on garments. Avery Dennison, specifically its department formerly known as External Embellishments, is the company behind the process, responsible for apparel branding labels, trims, heat transfers, patches and more. With a clunky name that didn’t reflect its design-forward creative work, the department needed rebrand. Avery Dennison decided to choose a new name, vision and positioning to increase website traffic and generate new leads, especially among retail brands and major sports leagues.
Consumer focus groups and conversations with customers including Adidas, Nike, and Puma, informed the new name: Embelex. A campaign was then built around the “ex” and the word excite, with an anthem video, blog posts highlighting the people behind Embelex, and building “X”citement with a team of brand ambassadors. In April 2022, Embelex was launched with a coordinated digital and social takeover across the website and social channels.
Organic search drove 26% of website traffic, compared to an industry average of 2% to 3%. The effort generated some 2,000 leads, and Embelex achieved one of its top goals less than six months after public launch, breaking into the NFL as the embellishment partner of the San Francisco 49ers.
“This was an example of true corporate rebranding across every level,” praised one PRWeek judge.
Thank you to Emily Spiegel, Director of Brand Marketing from Avery Dennison, for the kind words!
Our work with Pfizer on their “Harnessing Colleague Pride” campaign took home honorable mention!
A bit about the campaign: Pfizer’s global workforce of nearly 80,000 faced an onslaught of information after the company’s COVID-19 vaccine was completed. What was fact vs. speculation? What could they share with curious family and friends? To address its global employee network with one voice, Pfizer created a behind-the-scenes docuseries, The Journal: When Humanity Needed Us Most. The initiative concluded with a private “thank you concert” featuring 30 musicians across six continents, personifying the way staffers played their “notes” with unity and precision to reach the vaccine finish line.
We often talk about inspired people doing inspired work, and these campaigns are just small examples of what we mean. Receiving this recognition is a reflection of our amazing clients who act as creative partners, empowering us to do groundbreaking work every day. We look forward to continued success, together.
