CINCINNATI – (May 21, 2021) – Empower continues to earn recognition for its American Standard #Flush2020 campaign, recently bringing home three titles from the Association of National Advertisers (ANA) REGGIE Awards. Empower and American Standard received one bronze and two silver awards, earning recognition alongside brands like Frito-Lay, Heineken and Snicker’s within these categories.
“To be honored by the ANA where clients account for the bulk of members is especially humbling and exciting,” said Empower president and chief operating officer Rob Fitzgerald. “The brand activation work honored in this year’s REGGIE Awards are quite remarkable, so these three awards speak to the prowess of our Creative, Social and Word of Mouth Marketing teams who brought the #Flush2020 idea to life.”
The ANA is the largest marketing association in the United States with over 100 years of advertising experience including training, exclusive networking and national conferences. Since 1983, the REGGIE Awards have recognized the best marketing campaigns activated by brands and agencies. Empower received a Silver in the Creativity and Innovation category, a Silver in the Challenger Brand Marketing category and a Bronze for Small Budget Brand Activation Marketing.
The year 2020 wasn’t easy for anyone, so Empower and American Standard decided to give it the sendoff it deserved. Empower designed custom toilet paper filled with some of the worst parts of 2020—murder hornets, COVID, and being stuck on mute, to name a few—and shared it with the world in an online contest.
Given the timeliness and relatability, the campaign generated 30,000+ entries, 350+ million impressions, over 76,000 social media poll votes, a 42.5% Engagement rate on paid Facebook ads and millions in estimated ad value. Plus, American Standard’s net sentiment rose +81% during the campaign, something the toilet brand has never experienced before.
Creativity & Innovation
Gold Winner “The Cool Ranch,” Frito-Lay
Silver Winner “American Standard Flushes 2020”
Bronze Winner “SNICKERS Hungriest Player 2020”
Challenger Brand Marketing
Gold Winner “Announcemint,” Mint Mobile
Silver Winner “American Standard Flushes 2020”
Bronze Winner “TD Thanks You,” TD Bank
Small Budget Brand Activation
“Summer of Funlightenment,” Wells Enterprises — Blue Bunny
Silver Winner “The Dos Equis Seis-Foot Cooler Makes Social Distancing More Interesting,” Heineken USA
Bronze Winner “American Standard Flushes 2020,”
About the ANA REGGIE Awards
Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the “best-in-class” from the Gold category winners. It is the most honored award in the Brand Activation industry, recognized as the crème de la crème in the marketing world.
Today, there are 23 REGGIE Award categories which have evolved over the years to stay current with the rapid changes and advancements in our industry. The categories range from national and local campaigns with different budget levels, down to specific discipline options. These discipline categories include: Experiential, Promotion, Relationship, Content, Shopper/Retail, Influencer Marketing focused campaigns and many others.
We are Empower, The Un-Holding Company. Our advantage is simple. Clients first – not shareholders.
From the day we opened our doors in 1985, Empower has challenged the media status quo.
Empower is recognized as one of the top independent agencies by Campaign US, a two-time Ad Age Agency A-List Standout (2021 and 2019) and was crowned MediaPost’s 2016 Media Agency of the Year.
Our integrated team of experts in Media, Creative, Analytics, and Word-of-Mouth Marketing outperform expectations. Celebrating two Adweek Media All-Stars back-to-back while also being honored by the Webby Awards, The One Show and ANA REGGIE Awards proves the eclectic talent at Empower is no one-hit wonder.
Empower’s client and employee tenure rate is unmatched – 3X the industry average. Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop, RoC Skincare and Newell Brands.
Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Our Chicago office is located in the city’s bustling River North neighborhood, just steps from the Merchandise Mart.
While much has evolved in our 35-year history, we remain independent with plenty of hustle…