USL and Agency Partners win big at Effies 2010
At the recently concluded Effie Awards, Unilever Sri Lanka won big by bagging 1 Silver and 2 Bronze awards for their marketing efforts in collaboration with creative, media and activation agency partners, LOWE LDB, Mindshare, and Ogilvy Action. It was a night of triumphs for Unilever Sri Lanka, who managed to grab one of the only five Silver awards presented.
The Effie Awards were founded in 1968 by the American Marketing Association’s New York Chapter, in an attempt to recognize the most effective ideas in advertising. Since its inception, the Effies have recognized ideas that make a difference, and have become a source of learning which provide opportunities and insights into effective marketing communications.
There were no Gold awards presented at this year’s awards, and only 16 Silver and Bronze awards were presented out of a total 87 entries. Unilever Sri Lanka was one of only 3 companies who managed to grab 3 awards in total, and proudly emerged as the best performing FMCG business of the night.
These 3 awards were won by brands and campaigns which took to heart the Effies’ philosophy of effective marketing communications which connect with consumers on an emotional level. Signal Toothbrushes drew in the coveted Silver award for its “Expired Look” campaign, while Surf Excel and Astra won a Bronze award each for their “Cloth Ball” and “Dinanna Wadenna” campaigns, respectively.
Marketing Director for Personal Care, Ramani Samarasundera, headed the judging panel, which comprised of experts from both peer companies as well as agencies. “All the winning entries were truly outstanding and had a footprint across three to four key stakeholders, including the ATL, BTL and media agencies as well as strong client input. Unilever Sri Lanka’s performance is a strong case for how high levels of empathy, understanding, and team working have contributed to teams going above and beyond the call of duty to showcase their belief and commitment in these strong brands” said Ramani.
Asanga Ranasinghe, Marketing Director for Home Care and Foods added, “As Unilever, we are proud to be recognized for our marketing efforts in building our brands with the Sri Lankan consumers, which we have been doing for 75 years in this country. We will continue to work with our agency partners such as LOWE LDB, Mindshare and Ogilvy, to make use of local insights and global expertise, in order help Sri Lankan people look good, feel good, and get more out of life.”
Unilever is one of the world’s leading suppliers of Fast Moving Consumer Goods with strong local roots in more than 100 countries across the globe. With a 75 year long manufacturing presence in the nation,Unilever Sri Lanka began marketing brands such as Sunlight, Lux and Pears Rose. Today, Unilever Sri Lanka is home to a diverse portfolio of 26 brands, which are market leaders in all respective categories.
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