Lipton Ceylonta takes home Bronze at Effies Awards with JWT Sri Lanka

Friday, 12 October 2018 00:00 - - {{hitsCtrl.values.hits}}

Despite increasing tea prices in a highly saturated and price sensitive product in Sri Lanka, which made it difficult to gain market share, Unilever Sri Lanka took home a Bronze Award for their ‘Escape with Ceylonta’ campaign along with their creative agency J. Walter Thompson (JWT) at the recent Effie Awards Sri Lanka held at the Water’s Edge.

Unilever Sri Lanka Tea and Water Category Head Dinusha Ekanayake commented on winning: “We are delighted to win an Effie for this campaign that is built on the insight that for Sri Lankans, the flavour of the tea isn’t just in the ‘kahata’, but also the comforting experience that comes from the very first sip that transports them to a beautiful world, away from their troubles and routine. We commend our agency partner JWT for translating the brands purpose and vision into an incredibly relevant and successful campaign.”

JWT Sri Lanka Creative Director Asela De Silva, on the strategic, creative thinking behind the campaign, said: “Lipton Ceylonta’s win at the Effies is a true testament to the curiosity of the Unilever Marketing Team and JWT. It was probably the most creative research effort I have witnessed for a campaign. We found inspiration together and made sure we created a very different point of view for a ‘tea’ commercial in this country. A burst of flavour from the very first sip targeted the woman of the household and her most eagerly awaited late morning cup of tea where she can really appreciate some good ‘me time’. I am proud that the results speak for themselves, and against all odds in a depreciating tea market, we proved that you can’t keep a Sri Lankan away from a good cup of tea.”

The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognise any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effies and the Positive Change Effies, regional programs in Asia-Pacific, Europe, the Middle East/North Africa and Latin America, and more than 45 national Effie programs.

With over 150 years of experience, the JWT group specialises in creating pioneering solutions that transform brands and businesses and change the world. JWT, along with Contract, Fortune, Design Sutra and Small Fry Studio, offers end-to-end brand solutions. The group has been in Sri Lanka for over 35 years and handles a diverse portfolio of international and local brands that includes telco’s, aviation, tourism, FMCG, healthcare, financial services, construction, fashion, sports, and more.