MANILA, Philippines - For successfully and responsibly promoting healthier lifestyles, Nescafé has earned high honors at the Tambuli Awards. The leading coffee brand’s pioneering campaign that highlights coffee as a rich source of antioxidants took home the Bronze Prize at the Tambuli’s recently held awarding ceremony.
Known as the Integrated Marketing Communications Effectiveness Awards (IMCEA) in previous years, the Tambuli Awards “honors the year’s best advertising campaigns that have valued both business results and socially relevant marketing communications.”
The leading coffee brand’s campaign is being recognized for bringing health and wellness to the forefront of public consciousness, by actively disseminating relevant information to all forms of media. This information is helping and guiding consumers make healthier choices when it comes to picking the right beverage for them and making that choice a habit.
“This victory affirms what Nescafé has been doing for the past few years. And it pushes us further to strengthen the message especially that wellness is an issue of continuously growing social significance,” Nestlé Coffee Business Unit Head Bruno Olierhoek said.
And since Nescafé is a brand that has become synonymous to coffee in the Philippines, it took the initiative to encourage people to take coffee for more relevant reasons — that is, as an option for maintaining a healthy lifestyle. In this way, Nescafé began encouraging people to “look at coffee in a different way.”
Thus, the important messages were translated into communications materials for television, radio and local and national publications — TV and radio ads were simultaneously run with articles that explain in detail the health benefits found in coffee.
In the long run, the campaign resulted in the change of mindset towards the country’s most consumed beverage, next to water. Prior to the campaign, people regarded coffee as just a morning and breaktime drink as well as a stimulant.
The winners were chosen based on case-study entries from participants and on the careful assessment of a panel of judges. This year, the Tambuli Awards boasts of having gathered some of the most important names in communications locally and internationally to help choose the winners.
Leading this year’s panel were DDB Asia Pacific and Japan president and CEO John Zeigler, Dentsu Singapore Regional Planning director Akira Sakai and Publicis Asia Pacific vice chairman and Chief Creative Officer-Asia Calvin Soh, Publicis Manila Chairman Emeritus Herminio Ordoñez, McCann WorldGroup Asia Pacific chairman Emily Abrera, Globe Telecom Immediate Past Chairman and Ayala Corp. senior managing director Gerardo Ablaza, and Southeast Asia Food Inc. President Noel Lorenzana.
They were joined by Full Circle Communications chairman and J. Walter Thompson former chairman Javier Calero and former chairman, president and CEO of Dentsu Young and Rubicam Alcantara Brand Communications Jaime Puno, Philamlife president and CEO Jose Cuisia, Jr., Golden ABC, Inc. CEO Bernie Liu, and Nestlé Philippines Communications director Sandra Puno, Adobo Magazine Editor-in-Chief Angel Guerrero and ABS-CBN head for Studio 23, Cable Channels and Print Media Group March Ventosa, as well as industry stalwarts IDS Logistics managing director for Country Customer Unit Vicente Dinglasan, Lowe, Inc. president and CEO Mariles Gustilo, Publicis JimenezBasic Immediate past chairman Abby Jimenez, Y&R Philippines President Chiqui Lara and WPP/JWT chairman Joselito Ortega. Completing the board of judges were UA and P’s vice president for Academic Affairs and Corporate Communications Jerry Kliatchko and UA and P University professor Bernardo Villegas.