Take a Bow: Brand Winners in the 2012 North American Effie Awards


Since 1968, winning an Effie Award has been recognized as a symbol of marketing communications excellence for advertisers and agencies globally. Effie is a pseudo-acronym, an abbreviation derived from the word effectiveness, and its award, is a singular mark of advertising/marketing excellence.

The 2012 North American Effie Effectiveness Index, announced last week at the 44th annual Effie Awards Gala in New York, ranked Procter & Gamble as the most effective advertiser in North America and IBM as the most effective brand.[more]

Chrysler took the “Grand Effie” for its “Imported from Detroit” campaign for its 2012 200 model that kicked off during the 2011 Super Bowl, marking the start of the new Chrysler Group LLC.

“The Chrysler work had a depth of effectiveness that stood out from the rest of the Grand Effie Finalists. They gave that brand its soul back,” said Grand Effie jury member, Jeff Benjamin, CCO, North America, JWT.

“After Chrysler’s 2009 bankruptcy, the 200 launched with no loyalty to leverage and no eager buyers waiting to see what was coming. Unfortunately, America had turned its back on American cars. In turn, America turned its back on Detroit. If Chrysler could bring back Detroit, it could take back its rightful place within it,” stated the automaker. 

Also winning a 2012 North American Effie, Kia Motors America took home a Bronze Effie for “Not Your Average Slam Dunk” in the “Single Impact Engagement” category, catapulted by Blake Griffin’s leap over a Kia Optima to win the 2011 NBA Sprite Slam Dunk contest. The footage went viral online and Kia Motors captured the historic moment in a 30-second commercial that aired less than 72 hours later. 

“The unprecedented stunt of having a basketball star dunk over the Optima not only electrified spectators and sports fans everywhere, but landed the Optima in the center of a social media conversation that grew exponentially from the moment the ball went through the hoop,” said Michael Sprague, vice president, marketing & communications, KMA.  

Bolthouse Farms, the leading producer of baby carrots and premium juice in North America, garnered a gold, silver and bronze for its “Eat ‘Em Like Junk Food” marketing campaign promoting baby carrots. The campaign transformed the carrot business, reversed record declines in category sales (test markets showed a 10% to 12% increase over the previous year) and began a cultural conversation around healthy snacking.

“The success of ‘Eat ‘Em Like Junk Food’ is a testament to the power of marketing in transforming consumer behavior to combat America’s current health and obesity crisis,” said Jeff Dunn, CEO of Bolthouse Farms. 

The Truvia brand won two Effie Awards for its “Sweetness Stories” campaign, Gold in the Nutrition Products and Services category and Silver in the Snacks/Desserts/Confections category. “Since its launch in 2008, Truvia natural sweetener has become a regular item on grocery lists across the country and an ingredient in products like Coca-Cola’s Sprite, VitaminWater Zero and Smucker’s Sugar Free Fruit spreads,” said Zanna McFerson, Vice President and Business Director for the Truvia Enterprise.

Click here to download the full list of 2012 North American winners. The remaining Global & regional Effie Effectiveness Index rankings will be announced on June 18th.