The campaign for the launch of Maggi Excellence, an innovation by Nestlé in the dehydrated premium soup segment, has won the award for “Best New Product Launch” in Middle East & North Africa at the prestigious 2010 Gemas Effie Awards held recently in Dubai.

The Maggi campaign, one of 13 entries shortlisted from over 500 submissions was chosen as the ultimate winner, over regional product launches of other international brands.

“It was clear pure messaging delivered through solid creative work that made the Maggi Excellence campaign stand out and engage audiences. This campaign has yielded spectacular results for Maggi in the region, allowing the brand to consolidate its market share in the fast-growing soup segment. We believe the success of any launch lies in understanding regional consumer preferences and providing a relevant offering,” said Yasser Abdul Malak, culinary business executive manager of Nestlé Middle East.

Myrna Khoury, deputy GM of Publicis-Graphics Dubai, said: “The challenge was to set a new gold standard in soup advertising. The campaign stuck to simple executions that nevertheless conveyed an understated elegance.”

The Effie Awards are marketing communications awards given yearly by Effie Worldwide, a non-profit organization. – TradeArabia News Service