Effie Worldwide

Branded Utility

This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers. 




Care Counts

For more than one hundred years, Whirlpool has been committed to building appliances that enable the everyday care so necessary for families to thrive. That's why, when we found out kids were missing school because they lack clean clothes - we knew that we had to do something. Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry. Whirlpool changed kids lives for the better by enabling them to succeed, increasing attendance rates by 93%.

  • Brand: Whirlpool
  • Client: Whirlpool
  • Agency: DigitasLBi


IBMs latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBMs consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Studys relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.

  • Brand: IBM
  • Client: IBM
  • Agency: Ogilvy & Mather

Cigarettes Out. Health In.

It takes a bold company to take a potential $2 billion hit to the bottom line. Thats just what CVS Health did when they removed tobacco from their stores in order to better the health of their customers. This news helped reshape how CVS was perceived in America, but more than that, CVS wanted to maximize the impact of this decision. We created a movement that inspired people to quit smoking and breathe easier through a variety of content that millions of people engaged with including First Lady Michelle Obama.

  • Brand: CVS Health
  • Client: CVS Health
  • Agency: BBDO New York
2017_na_2017_e-1936-478_hero_1 Sprint Kid's First Phone
2017_na_2017_e-1902-402_hero_1 United States Postal Service Irresistible Mail
2017_na_2017_e-1871-818_hero_1 Tommee Tippee Advice Wipes


To browse winners in this category from previous years