Droga Kolinska
Media
Argeta wins a gold Effie award for marketing communications effectiveness
Argeta goes from success to success. At last night's awards ceremony Argeta received a gold Effie for its Argeta Junior campaign and a special award for the use of market research. The Argeta Junior campaign was designed in-house at Droga Kolinska in conjunction with long-term agency partner Publicis.
This is not Argeta's first award for communications effectiveness in recent years: in 2004 Argeta won a gold Effie for its campaign "Argeta – The Good Side of Bread", followed in 2008 by a bronze Effie for the Argeta Tuna campaign and in 2010 by a bronze Euro Effie for the Argeta Junior campaign.
An Effie rewards those achievements in marketing communications that truly work, because it points in an independent, unambiguous and demonstrable manner to the direct connection between communication and the achievement, or even surpassing, of business, marketing and communications targets. The Effie is the most prestigious award in the field of marketing communications in Slovenia.
The second-round jury for the 2010 Effie awards chose the best campaigns of 2010 from among 14 finalists. It explained its awarding of the gold Effie to the Argeta Junior campaign as follows: "The written submission of the Argeta Junior campaign is supported by research in a truly exemplary manner and is extremely well written, well structured and clear. A marketing opportunity is defined and, on this basis, the expansion of the basic brand into a sub-brand is illustrated. The targets are then derived from this. Among these targets particular mention should go to the ambitious target for growth of the category, rather than merely market shares, and the target connected with the growth of return on marketing investment (ROMI). With the introduction of a new flavour and the simultaneous introduction of a sub-brand, Argeta has developed a marketing opportunity and, with the help of the communications campaign, achieved outstanding results."
Awards Gala (from left) : Luka Klemenc (Publicis), Mitja Petrovič (Publicis), Tina Cirman Popovič (Publicis), Mojca Jesenovec (Publicis), Katarina Papež (DK), Ana Žunjanin (DK), Ana Jamnik (DK), Gal Erbežnik (Publicis), Blažka Škorc (DK), Enzo Smrekar (DK), Aleksandra Kregar Brus (DK), Tomaž Arh (DK); photo by Marko Ocepek.
Enzo Smrekar, a member of the management board and COO of Droga Kolinska, greeted the new Effie award for Argeta with the following words: "Argeta's success is the result of the commitment and dedication of all our employees involved in the product range. Their professionalism and passion are apparent in the outstanding quality both of the product itself and of all the activities connected with the brand. We receive a daily confirmation of our work from our customers, since Argeta's sales and popularity are growing from year to year. Between 2005 and 2010 sales grew by 100%, from €30 million to €60 million. Last year we sold 120 million tins of Argeta, which means that our customers around the world are eating four tins of Argeta every second. Not only in Slovenia and the other countries of the region, but in a number of European countries, Argeta is now among the top three brands in its category. We are not, however, resting on our laurels. Within Atlantic Grupa we continue to strive for improvements – both in terms of quality of ingredients and packaging and in the development of new flavours and marketing innovations."
Awards Gala: Katarina Papež, regional brand director for Argeta (photo by Marko Ocepek)
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For further information: Atlantic Grupa – Droga Kolinska division, Katarina Papež, regional brand director for Argeta, katarina.papez@drogakolinska.com, 01/4721-542.
