The innovative loyalty program that pioneered the linkage of consumer packaged goods purchases to Aeroplan miles, has successfully driven consumer loyalty and sales for brands Tropicana and Quaker since the program’s inception in 2007.

“We were thrilled to have our creativity and the results on the Quaker Tropicana Aeroplan program recognized internationally,” says Mike Duncan, managing partner, OSL Toronto. “Marketers are turning more and more to specialists as the old models get broken. There were all kinds of examples like this in Glasgow.”

The Star Awards, now in their fifth year, celebrate the most dynamic marketing campaigns in Scotland and this year received a record 191 entries across 27 categories. Runners-up in the International Category were GreenTeam USA for Marketing Coo in Manhattan and D6 Spain for Ben & Jerry’s DNA Tests.

“This year we introduced our new World Champion Award and have encouraged entries demonstrating big integrated marketing ideas from across the international markets," says Graeme Atha, director of the Marketing Society Scotland Star Awards 2009. "We were delighted in the response to this award and the three finalists represented the wide diversity of activities that we hoped see. The winning entry from OSL Canada was an excellent case study with very impressive results from which our members can learn.”