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Lubelska received a Silver Effie Award in the “Long Term Marketing Excellence” category for its advertising campaign: “fruit in every drop” in the 14th Effectiveness in Marketing Communications Competition – “EFFIE”.
EFFIE is a highly respected marketing industry competition which rewards measurable commercial results achieved by advertising campaigns. Awards for the 2013 Competition were presented during a gala on 14th October this year in the Grand Theatre – National Opera in Warsaw. The award for the Lubelska brand was collected jointly by Stock Polska and the H2O Creative agency who created the campaign.
“We are delighted to receive this award, especially as only a few years ago, the Lubelska brand was little known and perceived primarily as a fruit liqueur for mature women. We decided to change it and develop a new strategy, which involved building an umbrella brand for a multi-flavour line of fruit flavoured, vodka-based liqueurs aimed at younger male and female consumers. In order to create a new, attractive and effective message, we used an innovative insight for the category: “a vodka taste to savour”. This is how we managed to combine two seemingly contradictory ideas: the vodka effect with an easy to drink, pleasurable taste, which used to be the preserve of liqueurs and fruit liqueurs only,” said Karolina Wróblewska, Stock Polska Senior Brand Manager.
Stock Polska’s outstanding work on the Lubelska brand was rewarded with a silver statuette. Within the past three years the brand has not only become the leader in the flavoured vodka category and No 3 brand in the total vodka market, but has acquired “a trendy, or even cult product status”, thanks to which “the entire brand’s image has become younger and more sociable” (source : Millward Brown, FGI, 2012).
Lubelska was the only spirits brand to qualify for the final. It competed in the “Long Term Marketing Excellence” category against campaigns from well known international brand building companies including Procter and Gamble, Nestle and Orange.
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