A campaign for Liquid Death Mountain Water called "Liquid Death Live Music Sustainability Platform," via agency Live Nation Media & Sponsorships, has won the top prize, the Super REGGIE, in the 2023 ANA (Association of National Advertisers) REGGIE Awards competition.
The award was presented April 27 in a ceremony at the 2023 ANA Brand Masters Conference in Bonita Springs, FL. The 40th annual awards ceremony honored 78 Gold, Silver, and Bronze winners in 26 different categories.
The REGGIEs recognize the best brand, media, and brand activation marketing campaigns of 2022. Winners are chosen by a jury of industry leaders as best-in-class examples of marketing that both builds a brand’s image and drives a specific consumer action. The name REGGIE was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE award recognizes the highest level of achievement and is awarded to the “best in class” from the Gold category winners.
The Liquid Death Live Music Sustainability Platform was a brand activation based on the brand’s desire to combat the use of seldom-recycled single-use plastic. Liquid Death Mountain Water comes in aluminum cans and the brand needed to expand reach and awareness among young drinkers unfamiliar with drinking water from a can.
To achieve their goal, the brand and the agency created a parody of an old-school, exclusive country club where the criteria for entry to this old-school upper-crust hideaway was that visitors had to “sell their souls.”
“Inside the country club, we turned a casket into a cooler stocked with Liquid Death on ice. Water gurgled peacefully over a custom-made skull fountain under a skylight projection of souls being sucked into a portal, as a five-piece string quartet performed live covers of metal bangers, and parents could watch in horror as their children took turns in tattoo chairs getting the Liquid Death skull (temporarily) inked onto their chests,” according to the brand’s entry form.
ADDITIONAL TOP WINNERS:
- Unilever won 12 REGGIEs, including three for the marketer’s Dove brand, and two for Unilever Singapore for Magnum.
- Michelob Ultra achieved six wins, including three Gold level wins for their work with FCB: “McEnroe vs. McEnroe.”
- Ally achieved four wins; three for its work with MKTG Sports & Entertainment – “Ally x Women’s Sports: Watch the Game, Change the Game.”
NEW SEEHER REGGIE GEM AWARD
The inaugural winners of the ANA SeeHer REGGIE GEM Award–honoring the top creative and impactful work that exemplifies the best in class accurate and authentic portrayal of women and/or girls in Brand Activation campaigns were also announced:
- Gold was awarded to Clif Bar & Company with Edible, Inc. and Empire Green for CLIF CORPS Athlete Coalition.
- Silver was awarded to Merrell and Lafayette American for More Less.
- Bronze was awarded to Unilever and Arc Worldwide for Walgreens Untold Beauty.
OVERALL COMPETITION
Categories in the overall REGGIE competition included experiential, digital/social media, sponsorship, influencer, brand purpose, content, B2B, and age-specific campaigns. The competition included campaigns with budgets ranging from less than $500,000 to more than $40 million.
The contenders for the ANA Super REGGIE Award are determined upon the completion of two rounds of judging, with only a select number of the highest-scoring Gold level cases brought to the Super REGGIE jury for consideration. More than 300 judges–industry experts at director/VP level or higher from marketers and ad agencies–participated.
A full list of REGGIE award winners can be found here.
