LIFE hits the top: Yet another Effie Award for DELTA’s LIFE
DELTA won an Effie in the non-alcoholic beverage category for its campaign for natural, refrigerated LIFE fruit juices. The LIFE relaunch took place in 2019 and the campaign was an instant hit. The Silver Effie came as icing on the cake, as it is the ad industry’s most prestigious effectiveness award, and one of the most important awards in the world of marketing and communications.
DELTA’s LIFE relaunch revisited the original concept of this range of fruit juices. New, high-quality products were created and new packaging was designed. The series comprises three distinct ranges (fruits from our land, super fruits, and seasonal fruits) and included new recipes which cover the everyday needs of consumers. The 360-degree campaign titled “Life at every moment” was instrumental in the brand’s relaunch and featured the entire family of LIFE fruit juices. Despite competing in a very demanding market category, the relaunch helped LIFE fruit juices to shine once again, reinforcing their position in the market and increasing sales considerably.
An institution that started in the U.S. in 1968, the Effies reward not just the creative execution of an ad campaign, but also the strategy behind it, as well as the results in sales relative to the goals that have been set. In Greece, the Effie Awards take place every two years and are organized by the Hellenic Union of advertising and communication companies, in collaboration with hellenic advertising association, hellenic marketing institute, opinion poll and research companies association.