The launch campaign for Suntory -196 has taken out a Global Grand Effie, the pre-eminent award in the marketing industry.

The entry, Beam Suntory Australia’s -196 and The Monkeys “Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever,” with Liquid Ideas, PHD Australia, Fuel Sydney and Mr Positive, won the Grand Effie for Product/Service Launch.

To launch Australia’s most extreme spirit, The Monkeys made the most extreme Japanese ads Australia has ever seen. Cue one Sword Master, two sumos and a whole lot of exploding frozen lemons to show the unique process of how Suntory’s -196 is made.

Beam Suntory launched -196 to disrupt the seltzer-obsessed Light RTD category and become a top three brand by 2030. Its distinctive ‘Extreme Japanese Spirit’ campaign not only bucked all the category advertising trends, it established -196 as the No.3 Light RTD in Australia within one year of launch, outselling White Claw and Smirnoff Seltzer in the process.

It was Beam Suntory Australia’s most successful launch ever.

Effie recognises the most effective brands, marketers and agencies globally, regionally and locally through its award programs across the world and its effectiveness rankings, the Effie Index. Since 1968, Effie has been known as a global symbol of achievement, while serving as a resource to steer the future of marketing success.

“This year’s Global Grand Effie winners showcase the diversity of excellence across our industry,” said Traci Alford, Global CEO, Effie Worldwide.

“Each have proven exceptional results across Effie’s 4-pillar framework and are being recognized for their effectiveness, creativity and innovation. We are proud to showcase the very best ideas that work on a global stage and congratulate all of this year’s winning teams,”

The Global Grand Effie competition invited Grand and Gold winners from all 2022 Effie Awards competitions around the world to compete head-to-head to determine the most effective marketing efforts of the year.
 
Following a first round of judging, 53 campaigns moved forward as Global Grand Effie contenders in their respective categories.  Of the contenders, 12 winners emerged following Global Grand judging.

 The results of the 2023 Global Best of the Best Effie Awards were announced during a virtual celebration on December 7th.  

Watch the celebration

Beam Suntory said: “Congratulations to the teams who worked tirelessly on the launch campaign and thank you for your continued dedication to the success of Suntory -196.”

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