Dos Equis and Havas Worldwide Win Sustained Success Effie
NEW YORK, June 14, 2013 /PRNewswire/ -- Havas Worldwide New York and Heineken USA are proud to announce that The Most Interesting Man in the World campaign for Dos Equis won a Gold Effie Award in the category of Sustained Success. The Sustained Success Effie is awarded to brands that not only demonstrate outstanding communication effectiveness, but have proven the power of their campaign by sustaining that success for five or more years.
Havas Worldwide New York and Heineken USA shared the category with Ogilvy & Mather's work on behalf of Unilever Canada, "Hellmann's Real Food Movement" which earned a Bronze Effie Award.
The Most Interesting Man in The World was launched by Heineken USA and Havas Worldwide New York (then Euro RSCG New York) in 2007. After proving successful in local markets and budding national recognition, the brand took the campaign national in 2009. Since then, Dos Equis and Havas Worldwide New York have reached a number of milestones in their work together. In 2011 Dos Equis became the first beer brand in the world to reach 1 million fans on Facebook, the campaign spawned countless memes and parodies, and during the five years this campaign has been running, volume growth increased by 111 percent. While the Mexican beer category declined overall, Dos Equis showed consistent growth.
"To achieve an Effie Awards finalist status or trophy means that a marketing communications effort worked. The Sustained Success Effie is one of our top honors because it recognizes campaigns that continue to work, year after year. To achieve Sustained Success, a campaign must adapt to changes in the marketplace without losing the core creative elements that made it successful," Mary Lee Keane, President of Effie Worldwide. "The Most Interesting Man in the World helped Dos Equis drive healthy double-digit growth during widespread category decline, all while firmly ingraining Dos Equis in popular culture."
"Success is tough in any category; and even more so in the beer category. Sustained success is simply remarkable. There can be no higher honor for the client-agency team than to be honored for continued year-on-year success," said Matt Ryan, Co-Chairman Havas Worldwide New York, President Global Brands Havas Worldwide
This is the second year in a row that Havas Worldwide has been awarded in the Sustained Success category. Last year Havas Worldwide Tonic's VESIcare was the first ever health and wellness brand to win in this category.
About Effie Worldwide
Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.
About Havas Worldwide
Havas Worldwide, formerly known as Euro RSCG Worldwide, is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. The Havas Worldwide network is made up of 11,000 employees in120 cities and 75 countries, with 316 offices and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Citigroup, Danone Group, IBM, Kraft Foods, Lacoste, Merck, Pernod Ricard, PSA Peugeot Citroen, Reckitt Benckiser, Sanofi, and Volvo. Headquartered in New York, Havas Worldwide is the largest unit of the Havas group, a world leader in communications (Euronext Paris SA:HAV.PA).
Havas Worldwide New York
SOURCE Havas Worldwide
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