Coke, which won for it’s ‘Burning 1 Calorie is Unbelievably Easy’ Coke Light campaign (pictured), also scored Gold in the Best Insights/Strategic Thinking category.
The drive, which was headed by Ogilvy & Mather, addressed a difficult market situation in which consumers were increasingly choosing “healthier” RTD beverages, by shifting the focus to the brand’s one-calorie benefit.
Seven other Golds were awarded during the evening: Fonterra/BBDO (Best Marketing Campaign for Regional Brand Development); Unilever JV/Lowe Vietnam (Best Integrated Marketing Campaign); DiGi Telecommunications/Naga DDB (Most Effective Use of Advertising); Procter & Gamble/Leo Burnett Vietnam (Best Innovative Media Campaign), Motorola/Ogilvy & Mather China (Most Effective Use of Interactive Marketing – New Media); Procter & Gamble/Arc Worldwide Thailand (Most Effective Use of Public Relations) and Jollibee Foods Corporation/Universal McCann Philippines (Most Effective Use of Sponsorship).
