Inspiring insights from last year’s Effie Gold winners

The advertising industry in Sri Lanka is now poised to compete in one of the most exciting events in the advertising calendar – Effie Awards 2016.

As the day draws closer it is opportune to talk to the gold winners of the previous year and get an understanding on what it feels like to walk away with an Effie metal. Effie awards acknowledge breakthrough ideas and campaigns across industries and categories and in 2015 the top three awards were snapped up by Mullenlowe Sri Lanka as the most outstanding agency, Unilever Sri Lanka as the most outstanding marketer and Commercial Credit and Finance as the most outstanding brand.

To get some useful insights that would be invaluable for this year’s participants, a few questions were posed to last year’s winners. Mullenlowe Client Servicing Director Sean Pompeus said “It was an absolute delight to win gold for Marmite. It’s a brand that has been in Sri Lanka for ages and being recognized for bringing it back to glory is something that we’re proud of. We found out that people either loved Marmite or hated it. So, instead of trying to convince the ‘hater’ we tempted the ‘lover’. The insight was rooted in the fact that a Marmite lover would eat it with anything. This was the perfect insight to exploit and an opportunity for Marmite.”

“The idea was brought to life with a simple mechanism which featured the Marmite bottle as the ‘pop-up’ idea moment. It was the ‘eureka’ moment where people discovered how their everyday, common food can be transformed to tastier and exciting meals. From this the “Mitecombo’s” such as Kotthu Mite, Roti Mite and Rice Mite were born.

Printed and published by Wijeya Newspapers Ltd. on Thursday July 6, 2017 at No. 8, Hunupitiya Cross Road, Colombo 02