Marketing Design Awards: Retail


Client: Comet

Agency: Oakwood dc


Client: Habitat

Agency: EHS Brann

WINNER Comet felt it had a problem because its reputation as a retailer was more as a supplier of 'everyday' household appliances than a leader in the latest technologies.

To establish a new marketing position, Comet hired Oakwood dc to design a piece of literature to reinforce its higher-end product range.

The judges felt that the subsequent work was an extremely well-targeted piece of design, effectively raising the Comet brand profile into a premium space. This was particularly impressive given the competitive nature of the retail sector in which Comet operates.

The brochure saw sales of all items across the range significantly increase, so much so that the literature had to be reprinted and re-run only three weeks after the initial distribution.


Habitat's Sale is now well-established, but the company was keen to freshen up the design of all its marketing messages for Sale, regardless of the time of year or campaign specifics.

The design by EHS Brann worked on a stripe theme that offered an instantly recognisable look, and quickly became synonymous with the Sale.

The first promotion using the design, Summer Sale 2003, generated a 4.2% response from Habitat Store card-holders, with the rate for the January Sale 2004 campaign rising to 5%.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win