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.