If a brand is the immediate image, emotion, or message that people experience when they think of a company or product, then brand owners face the complex challenge of communicating an identity or personality. Marketers seek to constantly build brand equity, the inherent value that positively differentiates it from equivalent alternatives. This award will be made to a business that can demonstrate its success in creating and executing an effective brand strategy, creating clarity around the brand’s essence and values, achieving differentiation and trust in the minds of the brand’s consumers, and consequently achieving brand growth.
Birra Moretti - Heineken Ireland Jim Geraghty
Life’s Simple Pleasures was a multi-faceted campaign developed by Birra Moretti in order to drive meaningfulness for the brand in what was becoming a more crowded and competitive market. Ranging from a TV campaign to festival activations, groundbreaking media partnerships to experiential events, we aimed to inspire Irish consumers to live more Italian and enjoy the simple things in life. The resulting campaign led to increases in sales, market share and brand equity for Ireland’s favourite Italian beer – Salute!
The National Lottery Maebh Gleeson
During the winter of 2021, the National Lottery brand faced its most challenging reputational test in its 30-year history. An unprecedented Lotto Rollover led to an onslaught of fake news. This damaged the brand, put the business at risk and shook the entire 250 employees who work tirelessly for the benefit of the community. They took brave and risky move to proactively correct the fake news head-on. This led to the highly visible ‘90% back to the community’ integrated brand campaign. Six months later – the brand reputation, employee morale and the sustainability of the business has been restored.
Irish Life Karl Symes
Adopting a consistent but agile masterbrand approach has helped Irish Life successfully navigate one of the most volatile periods of history and deliver sustained commercial success for both its traditional wealth and new health business – all with a much lower SOV than its main competitors. As the most emotionally connected brand in financial services (after Visa), with 1 in 3 now considering all 4 of its products, Irish Life’s ability to evolve at pace, listen to its customers and launch products to help them lead to ‘a better life’ has transformed the brand and business for better.
Three Ireland Fiona Cummins
Three leveraged its vision of a betterconnected life to offer customers more than just mobile. Three repositioned as a lifestyle brand anchored by network and supplemented by incredible connected products; everything from smartwatches to robot vacuums and tablets. The brands positioning as Masters of Connected Living aims to help customers experience the joy and benefits that a connected life can bring. In 2022, the brand campaign needed to communicate at a functional and emotional level to not only establish Three’s new positioning but also demonstrate what this exciting world of connected living looks like and what it means for customers.
SuperValu Shane Lynch
Value for Money was paramount to shoppers in 2022, and the launch of our new ‘Saving with SuperValu is as easy as 1,2,3’ campaign was timely, and encapsulated the work of our strategy that had been insight led from the beginning. The campaign resonated with shoppers and captured their every grocery need from our SuperValu own brand range, thousands of special offers and weekly vouchers on our Real Rewards app. Our campaign results were strong, and this campaign has brought SuperValu’s Value for Money offering to the forefront of shoppers minds.