Tris3ct/Chicago has won a silver Reggie Award for its work on behalf of client Old Style. The award-winning "Grow the Ivy" campaign took the first -- and oldest -- sports sponsorship in history and brought it to life as part of the overall Old Style brand re-launch. The winning work included bottles that really "grew" ivy as you held them, using temperature-sensitive, color-changing ink. The campaign also included in-store displays featuring Wrigley Ivy walls build from 24-pack packaging to Wrigleyville Ivy out-of-home billboards.
The Promotion Marketing Association gives out the Reggie Award, the highest honor in integrated marketing. Winners were selected from among 339 entries.
Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.
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