3 dec 2013
Carat Hungary Wins Two Golden Effies
Unicum Szilva launch – a fresh campaign for a new flavour version of the traditional Hungarian “bitter” product, Unicum with mild Plum flavour - has been proven a very successful campaign in Hungary as the local Carat media agency won two golden awards with it at the 2013 Effie Competition. Unicum brand is owned by Zwack Unicum Nyrt who is the strategy partner of DIAGEO in Hungary. The campaign has been awarded in Launch Campaign category and Food and Drinks /Alcohol Beverages category.
The campaign was running in Hungary last Summer, and its main target group was the open and optimistic premium adult consumer group, which can and want to enjoy life and new experiences. The original and premium quality of the brand Unicum Szilva was underlined by the creative planning and design of the communications campaign: art director used black and white instead of the routine-like coloured images in the very meticulously elaborated commercials in order to enhance the message from the mass communications campaigns.
“We are very proud of our two Golden Effie Awards as the whole team was involved in every stages of the work throughout the whole campaign. Unicum Szilva commercials are very effective pieces of communications due to the precise media planning – and now it is officially proven and awarded. It is a great honour to work on brands with more than two hundred years of history, but it comes with a lots of responsibility as well. The communication has to be fresh and reach new consumers while it should not hurt the image and consumer base of the mother brand that is part of the Hungarian heritage” – said Gábor Bacsa MD, Carat Hungary.