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I just looked up when they launched Citrus which was 2013. They launched 0% Citrus during the campaign time, but that product is tiny, so the Citrus launch was two years before the campaign time so you'd argument is gone.
To start questioning award decisions is a whole can of worms. There are lovers and haters aplenty of this campaign and most. But you know what, winning is pleasing and motivating and rewarding. So best do that (if you can).
The crucial thing is what growth they claimed in the paper, and did they leave out their biggest sales success story, Citrus, on purpose? I suspect we'll never know.
That's great growth! 12.7% during the Effies results period? In the period after the campaign launched (value or Volume)? And without any impact from the Citrus launch?
Wrong, Export Gold up 12.7% MAT.
Nope you're wrong. Export overall is up year-on-year, but not Gold itself. And other brands, like Speight's are actually flat, not in free-fall decline. Look at the data.
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Who's it for: Meridian Energy by Barnes, Catmur & Friends Dentsu
Why we like it: To paraphrase, Notorious B.I.G once rapped that more money meant more problems. But according to Meridian, more money actually means more time to spend on a whole lot of fun. The series of ads are simple, short and to the point, but with a suave Jeremy Wells and his handsomely attired pug by his side, the videos serve as a memorable reminder of Meridian's offerings.
Who's it for: Boundary Road Brewery by TBWA
Why we like it: Like any good sequel nowadays, Boundary Road Brewery announced the return of its Chocolate Moose Chocolate Porter with a rather dramatic visual offering. We love the pulsating soundtrack and earthy imagery, presenting what is essentially a man dressed as a moose in a tantalising veil of mystery and intrigue. We're not totally convinced as to the taste of a chocolate flavoured alcoholic beverage, but at least BRB's Wes Anderson-style humanimal does the job of sparking some intrigue.
Who's it for: Whittaker's Chocolate by Assignment Group
Why we like it: Whittaker's latest innovative endeavour—chocolate toffee milk—harks back to the good ol' days of careful artisanal craft. The video's focus on the worn out hands and vintage tools gives it a classic and restrained elegance that stands out in today's fast-paced, hyperactive advertising world. And while no chocolate is shown in the video, it creates an appetite for the new chocolate and toffee blend.
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