Cheers! C2’s Media Campaigns Make Their Mark at the MSAP ICE Awards
C2 took home four trophies at the annual media awards event
by The JG Summit Team| Dec 10, 2019
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The various media campaigns of Universal Robina Corporation’s C2 have clearly struck a chord with the consuming public, leading to a slew of trophies at the recent Media Specialists Association of the Philippines ICE Awards. According the event’s organizers, the awards recognize “great and exemplary works in media thinking and communication.”
The awarding ceremony took place in November at Resorts World Manila, where the C2 team picked up four awards in various categories.
In the Branded Content category, it won two Bronze awards: one for the C2 Refresh campaign, and the other for C2 Wander. In the Digital category, the C2 Wander campaign also picked up a Bronze award, as did the C2 Refresh campaign in the Multimedia category. C2’s media agency, Havas Ortega, represented the company at the awards ceremony.
The wins validated the company’s push to further enhance the image of the already popular ready-to-drink green tea. With the C2 Refresh campaign, URC sought to reignite the brand’s relevance in an increasingly competitive landscape and reinforce C2’s core product benefit as a healthy, naturally refreshing tea drink.
On the other hand, the C2 Wander media campaign established the brand as a player in the travel industry ecosystem. It did this by creating consumer connections with C2 sponsored trips and the first-ever travel e-magazine, further complemented by engaging online videos.
The ICE Awards, which stand for Innovation, Creativity, and Effectiveness, were established by the Media Specialists Association of the Philippines (which celebrates its 10th anniversary this year) to recognize industry-wide best practices and effective campaigns of MSAP members. It was a response to the dearth of awards given specifically to media practitioners, in contrast to the numerous forms of recognition given to members of the advertising industry, particularly the creative side of the business.
Congratulations to all the winners!
For more information on URC and its portfolio of products, visit www2.urc.com.ph
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