SellCheck recently announced the winners of its inaugural Best of SellCheck Awards, honoring clients who represented the best behavioral science-based creative in 2020.
Finalists and SellCheck "Opti" award winners were recognized during a virtual ceremony held on Jan. 28 via Zoom, and were scored based on their strength across SellCheck's "4Cs" (command, connect, convey and close), effective use of the medium, and application of shopper insights to drive conversion. Winners were selected across eight categories: best brand equity execution, new product execution, event or seasonal promotion, competitive trial or switch, regimen sell, new look/brand refresh, impulse or new usage occasion, and digital activation. The winners are:
Burt’s Bees "True To Nature" Digital Pre-Roll Ad
Category: Best Brand Equity Execution
"This ad commands attention from the start and depicts a clear product story with meaningful, emotional insight aligned to the targeted shopper," said Lynn Neal, SellCheck's chief product officer, during the ceremony.
Cascade Platinum Dishwashing Detergent Shelf Talker
Category: Best Competitive Trial or Switch
"This shelf talker is simple and compelling," said Neal. "The headline commands attention with extra emphasis on 'Save,' while the claim is succinct with easy math to dispel this dishwashing myth. Exactly what’s needed to help the shopper reconsider their current habit."
Cadbury chocolate egg key visual
Category: Best Event or Seasonal Promotion
"This execution provocatively draws the viewer in – first visually, then with an unexpected message. It taps into a key insight – yes, there is care in the giving, but even moreso in the effort to create a memorable experience that lasts a lifetime," Neal said.
Cadbury Dairy Milk Counter Frame Display
Category: Best Impulse or New Usage Occasion
"This display raises the game for plexiglass dividers at checkout, creating a delicious new buying moment," Neal said. "It is impossible to miss and includes strong taste appeal and a clear call-to-action right at the purchase point."
Ritz Cracker Packaging
Category: Best New Look or Brand Refresh
"The Ritz package delivers a modern look while increasing command at the shelf – especially with multiple facings," said Neal. "The product is immediately recognizable and the fun ‘bite’ not only helps taste appeal, it also reinforces the presence and strength of the brand itself."
Pine-Sol & Clorox "All-Purpose" Shelf Talker
Category: Best Regimen Sell
"This regimen ad makes adding an item to the basket logical and easy," Neal said. "The clear claim serves as a focal point for command and the simple pairing signals that these two products work together to deliver the important benefit. A short list of usage occasions helps prompt the shopper without overcomplicating the shelf talker."
Tide Power Pods Laundry Detergent Shelf Talker
Category: Best New Product Execution
"The Tide Power Pods shelf talker does a great job utilizing the large product form as a command element that sets up the entire proposition: a single dose that meets the need of larger loads," Neal said. "The Power Pods name and promise of 50% more cleaning power makes the benefit crystal clear and compelling."
Outshine Frozen Fruit Bars Digital Ad
Category: Best Digital Execution
"Not only does Outshine leverage the medium with movement to aid command, the movement demonstrates the 'explosion of flavor' the shopper can expect," Neal said. "The dynamic flavor visual also connects directly with the package design. The execution is capped with a ‘Snack Brighter’ call-to-action, suggesting a flavorful habit change and a highlighted link to 'Buy Now.'"
A keynote from behavioral science marketing expert Richard Shotton kicked off the awards ceremony, which will be available via SellCheck's YouTube channel in the coming weeks.
"We were thrilled with the results of our inaugural Best of SellCheck event and with the opportunity to showcase leaders in behavioral science like Richard Shotton," Rich Butwinick, founder and president of MarketingLab and SellCheck, told the Path to Purchase Institute. "2020 was a challenging year, but our Best of SellCheck winners overcame market obstacles with impressive creative activations."
Recently acquired by Razr Marketing Inc., SellCheck is a marketing services firm that applies objective, behavioral science-based algorithms to optimize its client's communication for conversion. It has also been a long-time member of the Institute and a regular contributor to its events and content initiatives. Butwinick is a member of the Institute's Advisory Board.