Yesterday winners of the EFFIE/THE BEST BRAND national award honoring the major outstanding achievements in marketing and advertising were announced in Moscow. The award ceremony was held in the Expocentr Exhibition Center, Krasnopresnenskaya Naberezhnaya.
77 brands in 29 sectors became laureates of the EFFIE/THE BEST BRAND award. The number of categories increased from 24 in 2003. The majority of participants are players on the market for consumer goods.
284 brands became nominees this year. This is a record high number! In 1999 there were 18 brands participating in the contest. In 2000 this number grew to 36 and in 2003 there were 200 bidders. This year about 1000 top managers of major companies playing on the Russian market were present at the award ceremony. It is worth mentioning that in 2001 THE BEST BRAND competition became a member of the international system of EFFIE Awards winning greater recognition.
The Grand Prix Award was presented in three categories: New Name, Image Change, Goodwill, and Confidence. The "8 Vegetables" brand owned by the Baltimor Holding became the winner of the New Name Grand Prix Award. This brand represented the beverages category. The company has built 47 percent brand recognition among its target audience with 11 percent spontaneous brand awareness.
The HP brand owned by Hewlett Packard won the Image Change Grand Prix Award. This brand also received gold award in the B2B category. This brand ranked first by brand awareness and preference as the company has achieved 68-percent unaided brand recognition and 98 percent prompted brand awareness and has built a 51 percent brand preference.
The Samsung brand won the Goodwill Grand Prix Award. Moreover, Samsung home cinemas were awarded the gold in the home electronics category and Samsung cell phones became winners in the high tech goods and services category.
RBC is the organizer of the EFFIE/THE BEST BRAND contest. RBC General Director Yury Rovensky, who participated in the award ceremony, announced that all 77 winners would be granted 5 minutes of advertising time on RBC TV channel. "This is a serious bid for work on the consumer market for us. Before business television was created the consumer market had not been a priority sector for RBC," Mr. Rovensky stressed saying that competition provided new opportunities for its nominees as well as RBC.
Among new trends disclosed as a result of holding the contest - the development of strong brands in the mass media sector, on the market for clothing, footwear and the fashion industry. One should say that the majority of winners were brands owned by Russian companies.
The list of winners is provided below
| Category |
Gold |
Silver |
Bronze |
| Foods | Cheetos | Calve
Lay's | Lamber
Moskovsky Kartofel |
| Pastry | Nuts | Orbit | Zolotoy Slitok
Milka |
| Beverages | Dobry
Lipton | Lipton Ice Tea
Aqua Minerale | Tonus |
| Clothing, footwear, accessories | Ralf Ringer | Savage | Sela |
| Household chemistry. Convenience goods | Duracell
Tide | Sorti Automat | Fumitox
BiMax |
| Tobacco | Chesterfield | | |
| Drinks | Martell | Stolichnaya vodka | Zelenaya Marka |
| Beer | Tuborg Green
Baltika №3 | Sibirskaya Korona | Klinskoye Arriva |
| Personal care goods | Blend-a-med
Gillette Venus | Discreet | Contex
Professional Care 7000 |
| Perfume and cosmetics | Pantene Pro-V
Rexona | Shamtu | AXE
Gillette Foam |
| Household appliances | Braun
Electrolux | Scarlett
Samsung Side-By-Side Fridge Freezer | Vitek |
| Furniture | IKEA | Shatura | |
| High-tech goods and services | Samsung cell phone | BeeLine GSM
iRU | Rover Computers |
| Home electronics | Samsung home cinema | | POLAR |
| Healthcare goods. Pharmaceuticals | No-spa | Bilobil
Linex | Hexiconum |
| AUTO-MOTO (goods and services) | BMW 6 series | Hyundai | BMW X 3 |
| Fast food restaurants | Il Patio | McDonald's | |
| Services | World Class | Aeroflot | "Kuda.ru" chain of tourist bureaus |
| Retail chains | MIR | Svyaznoy | Evroset |
| Exclusive goods and services | Kauffman | Miele | Green Hills |
| Financial institutions (goods and services) | Rossia insurance company | | Loan under 1% |
| Corporations and institutions | TNK-BP | | |
| Budget project | Stages | Lifestyles | iRU |
| New product/service | TRAX | | Mobilhaya spravka 0806 |
| Mass Media | STS Tolko Zvezdy | МТV | NTV+ |
| Internet project | | Stream | |
| Goods for children | Avent | Pampers | Johnson's Baby |
| B2B | HP | Ankor | Komus |
| Regional project | Future Telecom | VITA | KotBegemot
Totri |
