CURTIS tea brand (manufactured by May-Foods, a division of MAY) won an international award in the area of creating and promoting brands, "Brand of the year/Effie 2012" The trademark received the silver medal in the "Non-alcoholic beverages" category and became the only tea brand among award winners. Gold was not awarded this year.
CURTIS took part in the competition with the project "Amazing tea." In 2012, CURTIS introduced a unique collection of tea blends featuring flavors of popular European desserts. Besides the outstanding creative concept, experts have noted CURTIS' unique communication strategy which is unusual for the Russian tea market.
CURTIS chose sampling in the press as the major communication channel, which reached 5,3 million targeted customers. This is why the advertising campaign was so effective.
When commenting on receiving the award, CURTIS Brand Leader Leonid Kogay noted, "We are honored to be the winners of "Brand of the year/Effie 2012." Receiving this status is further proof of CURTIS' dynamic and quality development, which, according to our evaluations, has become the fastest growing brand in the tea industry in 2012. I'm truly happy to share this success with my colleagues!"
"Brand of the year/Effie 2012" is the main professional world-class contest in Russia for the most successful projects in brand development in the domestic market.
Since 2001, the Russian National Award is part of the international system of EFFIE - the most respected global award in the field of marketing, which is awarded in 33 countries.
This was the 14th annual "Brand of the year/Effie" contest and the prize was awarded for 33 nominations. World famous brands such as Unilever, McDonald's, IKEA, Philips, as well as popular Russian brands such as Euroset, MTS, M. Video and many others participated in the contest. The most outstanding and effective projects of 2012 received the award. An independent jury - consisting of market experts, representatives of the Association of Communication Agencies of Russia (ACAR), the International Advertising Association (IAA) and marketing directors from last year's winning companies - chose this year's winners. The awards ceremony was held on May 24, 2013 at the Gostiny Dvor.