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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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