For the third year in a row, MSL received double-digit nominations for the Innovation SABRE Awards. The Innovation SABRE Awards (also known as the In2 SABREs for Insight and Innovation) celebrate work that pushes the boundaries of PR, from content creation to data and analytics to new platforms and emerging technologies. Out of over 900 entries this year, nine entries shortlisted and two already won, for a total of 11 finalist works.
Huge congratulations to our clients and teams named finalists for the 2025 Innovation SABRE Awards:
*Winner* Bounty (Procter & Gamble) – Bounty is Your Wingman
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(Behavioral Science)
*Winner* Clearblue (Procter & Gamble) – Clearblue Shatters Taboo and Turns Up the Volume on Menopause
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Social Listening
Buffalo Wild Wings (Inspire Brands) – Buffalo Wild Wings Scores Free Wings for America
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Digital Marketing/Advertising
Campbell's – Campbell’s State of the Sides
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Brand Partnership
Campbell’s Chunky – Campbell’s Chunky Celebrates Jason Kelce with First-Ever ‘Legend Edition’ Can
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Identity Branding
Campbell’s Chunky – Campbell’s Chunky Puts Consumers in the Game with Chunky Sacks Hunger
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NGO and Charity Partnerships
Charmin (Procter & Gamble) – How Charmin Reinvented the Square (for the First Time in 100 Years) for a Smoother Tear
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Product Reviews
Dunkin' (Inspire Brands) with Artists Equity – How Do You Like Them… Donuts? Dunkin’ Introduces ‘The DunKings’
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Content Marketing Campaign
Mr. Clean (Procter & Gamble) – Modernizing Mr. Clean the Brand and Man
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Overall Use of Social Media & Platforms
Special K (WK Kellogg Co) – Special for a Reason
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Influencer Partnership
SONIC Drive-In (Inspire Brands) – SONIC Drive-In Eclipses the Competition
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Boldest Campaign
View the entire shortlist here. The remaining winners will be announced at the 12th Annual Innovation SABRE Awards North America on February 19, 2025.