Frucor Takes Supreme Award in Marketing Awards
Frucor Takes Supreme Award in 2005 Marketing Awards
Frucor Beverages has taken top marketing campaign honours in the annual Marketing Magazine Marketing Awards announced at a gala function in Auckland last night.
Its launch of ‘Just Juice Bubbles’ first won for the company top honours in the Smartsource Marketing Award for Fast Moving Consumer Goods category before taking overall honours as the winner of the Fairfax New Zealand Supreme Award for Marketing, judged across all categories.
Convener of judges, Auckland University head of marketing, Richard Brookes, said the Just Juice Bubbles campaign showed excellence of thinking, strategy and execution.
The idea of Just Juice and Lemonade was thought up against a background of intense competition, market erosion both by competitor and in-house brands and a plateauing of sales.
In the event, the results have been outstanding with sales values for total Just Juice up18.8 percent and Just Juice Bubbles achieving 170 percent of the value sales objective set. In fact, Just Juice Bubbles has emerged as the biggest launch in Frucor history, exceeding year-one sales of both V and Mizone and now being the second most recalled beverage brand in New Zealand - behind Coca Cola and ahead of Fanta.
Judges commented that the launch of Just Juice Bubbles is a brave and category defying piece of innovation that has broken a paradigm and given an old brand a new lease on life.
The Smartsource Marketing Award for Fast Moving Consumer Goods, won by Frucor Beverages, featured two other finalists; Griffins Foods for its ETA Uppercut Chips campaign and the Bell Tea Company, for Bell Pure Ceylon.
Other category winners on the night were:
Bizam Charity/Fundraising/Non-Profit Award was won by The Auckland Theatre Company for its TXT2U mobile phone marketing campaign aimed at enticing a young audience to theatre productions and putting theatre into the mix of that target audience’s entertainment options. The result was a 63 percent increase in standby ticket sales and a 140 percent increase in advance student ticket sales.
MTC Group Business to Business Award, won by BrandWorld for its ‘Eating Well’ masthead advertising promotion, fronted by Marnie Oberer and using a “magazine’ format to incorporate food brands under a ‘fresh and healthy’ banner rather than rely purely on traditional brand advertising.
finalists in this category were:
Ramset (NZ) Highly Commended
The Rum Company/Lion Nathan – Appleton Estate premium Jamaican rums
The Radio Bureau Consumer Durables Award was won by Southern Lakes Real Estate for its brand launch and subsequent capture of $310 million worth of Queenstown property sales in its first year of operation and a brand and service leadership position in its marketplace.
Colmar Brunton Consumer Services Award was
won by Bank of New Zealand for its brand revitalisation
campaign that has lifted chosen services market share
significantly, captured a new, younger market and positioned
the Bank as progressive and a leader in its field.
Other Category Finalists were AMI Insurance, for its AMI vehicle, house and contents insurance campaign, and Vero Insurance (New Zealand) for its general insurance business relaunch.
Morton Estate Wines Retail Award won by
McDonald’s Restaurants for its innovative ‘Eat Smart, Be
Active’ campaign, headed by Ian Sutcliffe and designed to
ensure the old ‘Burger and Fries’ perception of the company
was balanced by a new healthier choice menu and service
Other category finalists were Hell – Hell Pizza Brand and Southern Lakes Real Estate – Brand launch.
The Malcove Innovative Research Award went to FCB New Zealand for its ground-breaking proposal to investigate New Zealand culture and its relationship with brands. A new award this year, its purpose is to encourage marketers to initiate research that will have benefit for all in the New Zealand marketing community. FCB hopes to uncover what Kiwis take for granted in representing New Zealand.
The other finalist in this category was Universal McCann with its Life in Mosaic proposal.
In the University of Otago Small Business Award category, a Highly Commended award went to Traffic NZ for the way they identified a market opportunity and created a business strategy around it. Traffic is a grouping of ex-corporate marketers who offer a new form of consultancy, both developing strategy then carrying through on implementation and measurement.