ADC Awards
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Category
Integrated / Traditional
Annual ID
ADC_ITG21_010M
About the Work
Country Time is synonymous with lemonade stands. Kids turn Country Time powder into lemonade then sell it by the glass. But 2020’s socially-distanced summer spelled trouble for the brand and its customers. The problem: how does this brand stay relevant and sell lemonade when its biggest sales driver, lemonade stands, is made non-existent?
Covid-19 also forced the U.S. government to pass the biggest economic bailout in its history. The bailout was meant for small businesses, but big business took much of the money.
In response, Country Time launched the Littlest Bailout, an economic stimulus plan for the smallest of small businesses: kids who couldn’t run lemonade stands.
PR and social media inserted the brand into the national conversation, building awareness as a counter-narrative to the growing US bailout story (though in our narrative the little guy carried the day). Print, social and an online video were also used to drive kids to apply on our website.
The campaign launched mid-July, as the Bailout controversy was cresting. It lasted three weeks with press coverage and social chatter extending through mid August.
The campaign increased purchase intent by 138% and immediately lifted sales 10%. Preference increased 10% as well. Social mentions increased 1056% and the campaign scaled internationally.
Over 650 news segments from local stations, to national networks, like ABC and CNN, to international news outlets like France 24.
The program was written up in many publications, and their corresponding online versions. It also received editorials in Fast Company, Bloomberg Business News and other outlets.
The campaign cemented Country Time’s reputation in culture. Three years ago the brand was all but forgotten, but is now referred to by CNN and others as a “beloved.”
Covid-19 also forced the U.S. government to pass the biggest economic bailout in its history. The bailout was meant for small businesses, but big business took much of the money.
In response, Country Time launched the Littlest Bailout, an economic stimulus plan for the smallest of small businesses: kids who couldn’t run lemonade stands.
PR and social media inserted the brand into the national conversation, building awareness as a counter-narrative to the growing US bailout story (though in our narrative the little guy carried the day). Print, social and an online video were also used to drive kids to apply on our website.
The campaign launched mid-July, as the Bailout controversy was cresting. It lasted three weeks with press coverage and social chatter extending through mid August.
The campaign increased purchase intent by 138% and immediately lifted sales 10%. Preference increased 10% as well. Social mentions increased 1056% and the campaign scaled internationally.
Over 650 news segments from local stations, to national networks, like ABC and CNN, to international news outlets like France 24.
The program was written up in many publications, and their corresponding online versions. It also received editorials in Fast Company, Bloomberg Business News and other outlets.
The campaign cemented Country Time’s reputation in culture. Three years ago the brand was all but forgotten, but is now referred to by CNN and others as a “beloved.”
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Leo Burnett / Chicago
PR / Marketing Agency
Alison Brod Marketing + Communications / New York
Production Company
Famous Group / Culver City
Media Distribution Company
Starcom / Chicago
Chief Strategy Officer
Aki Spicer
Creative Director
Pete Lefebvre
Ryan Stotts
Director
Oren Kaplan
Executive Producer
Bridget Rose
Global Chief Creative Officer
Liz Taylor
Producer
Elizabeth Ritten
Natalie Dahl
Senior Art Director
Daniel Jaramillo
SVP, Strategy Director
Kevin Lilly
Account Director
Megan Collins
Associate Brand Manager
Nandita Vijayaraghavan
EVP, Account Director
Mark Burgess
EVP, Director of Production
Mike Davidson
Head of Adult & All-Family Hydration
Andrew Deckert
Print Producer
Susan Anderson
Promotions & Loyalty Solutions
Merkle
Senior Account Executive
Erika Berg
Senior Vice President
Brooke Scher Mogan
Senior Writer
Javier Valle
Vice President
Arianna Lauricella
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