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Strategic Objectives Wins Four Top IABC Awards

May 11 2018

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Strategic Objectives Wins Four Top IABC Awards for Two Unique Social and Experiential PR Programs

Toronto-based agency WINS Awards of Excellence for White Cashmere Collection 2017 and the Launch of Pringles Ketchup Chips

Who would have guessed? Haute couture designs created with premium bathroom tissue, and a 50-foot-long slippery slide covered in ketchup earned four top awards for Strategic Objectives, Canada’s most award-winning PR agency. The Toronto-based firm won an International Association of Business Communicators (IABC) 2018 Gold Quill Award of Excellence and an OVATION Award of Excellence in Media Relations for the White Cashmere Collection 2017 for Kruger Products. The fun-filled Experiential and Social PR launch of Pringles Ketchup Chips won OVATION Awards of Excellence in Media Relations and Special Events.

“We are proud and honoured that IABC has recognized our creative, results-driven programs on both a national and an international level,” says Deborah Weinstein, president and co-founder, Strategic Objectives. “Our Cashmere and Pringles campaigns demonstrate our team’s out-of-the-box thinking and our ability to achieve meaningful business results for our clients. These awards are judged by our industry peers which make these accolades even more meaningful to our agency.”

About the White Cashmere Collection 2017

Conceived to generate sustained positive news and premium positioning for Cashmere Bathroom Tissue, the 14th annual White Cashmere Collection was a unique fund- and awareness-raiser to fight breast cancer. Featuring a national Student Design Competition honouring Canada’s 150th Anniversary, 16 students from fashion schools across Canada created original BT (bathroom tissue) Couture from luxurious sheets of Cashmere Bathroom Tissue. Their creations were revealed at a high-profile, invitation-only, Toronto runway show. The multi-faceted campaign made news, achieved goals, exceeded objectives, and delivered strong brand awareness and outstanding media coverage.

Strategic Objectives wins IABC Gold Quill for the White Cashmere Student Design Competition 2017

About the Pringles Ketchup Chips Slippery Slide Launch

Canadians are obsessed with ketchup chips and Pringles was set to introduce ketchup as its newest delicious flavour. To support the launch, Strategic Objectives worked in close collaboration with the Pringles team at Kellogg Canada on the strategy development for this multi-faceted Experiential and Social PR Program that exuded the Pringles brand personality, and garnered media and influencer coverage. The world-record-breaking plan featured a public interactive event that invited consumers and influencers to participate in the Pringles Ketchup Slippery Slide – a 50-foot horizontal slide covered in ketchup. Crowds cheered as more than 100 Torontonians suited up and hurled themselves down this unique ketchup-drenched attraction. The launch was a huge success, surpassing all targets.

“At Strategic Objectives, we specialize in creative thinking and pushing beyond the predictable to develop highly effective campaigns. These award winners are prime examples of our brilliantly bold approach,” says Judy Lewis, agency co-founder. “We strive to harness the disruptive power of PR to build brand momentum, engage consumers and achieve brand objectives. We are SO grateful to our clients for giving us the opportunity to apply our strategic thinking and ‘what-if’ creativity to their business.

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