product & services
categories

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Agricultural, Industrial & Building

All related products, materials, tools and services.
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Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.
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Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.
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Beauty

Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.

(For personal care items, please see the Personal Care category.)
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Beverages - Alcohol

Beer, champagne, liquor, wine, wine coolers, etc.
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Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc. (Energy drinks should be entered into the Energy/Nutrition Products & Services category.)
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Culture & The Arts

Plays, museums, immersive experiences, music organizations and festivals, concert series, cultural festivals, theater festivals.
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Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
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Entertainment & Sports

Includes all forms of entertainment, e.g. video games, movies, programs (TV, online, radio), books, DVDs, games, toys, entertainment apps, etc.  Sporting events such as the Super Bowl, sports teams, etc.
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Fashion

Brands of clothing, jewelry, handbags, accessories, eyewear, shoes, etc.
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Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution; specific products or services including financial planning, mobile payment services, retirement funds, investment, home banking, loans, mortgage, mutual funds, traveler’s checks, etc. 
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Financial Cards

Credit, debit, reward, loyalty, gift, phone and other cards.
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Fitness & Wellness

Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle. Includes digital health products, fitness trackers, health/fitness apps, exercise equipment, nutraceuticals, vitamins, energy bars and drinks, etc.; fitness studios; weight loss and fitness programs/camps, training camps and facilities, etc.
 
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Government, Institutional & Recruitment

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes political messages and special interest/trade group communications.
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Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator’s supplies, paint, wallpaper.
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Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care, gardening services.
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Insurance

Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services. All types of insurance are eligible (home, auto, financial, life, travel, business, etc.), with the exception of health insurance service providers – efforts for health insurance companies must be submitted into Healthcare Services. 
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Internet/Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.
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Media & Entertainment Companies

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.
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New Product or Service

Any communications effort used to introduce a new product or service that is not a line extension. Brand new products or new products in a new category are eligible. 

Effie defines line extension as:
  • Any variation of an existing product that shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavor, size, package, type, etc.) 
  • A derivative product that adds or modifies features without significantly changing the price
  • Products that bear the same brand name and offer the consumer varied options (e.g. Diet version of drink) 

Your entry must be written to address how your product and service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Write the entry to address the category situation (new product/service introductions) similar to what you would do when writing your entry to address a category situation like sustained success, etc.
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Office & Delivery

Delivery: Overnight delivery, package tracking, international service, etc. Office:Printers, copiers, supplies, office furniture, etc.
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Packaged Food

Packaged and frozen foods both regular and diet/light.
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Personal Care

Soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, etc.  Items geared towarrds beauty and appearance should enter the Beauty category.
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Pet Care

Animal care products and services of all types, including food, toys, veterinary and boarding services, training, breeders.
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Professional Services

Includes Business/Professional services such as accounting, consulting, legal, employment, etc.
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Real Estate

Real estate websites, brokers, homes, rentals, condos, malls, etc.  Both commercial & residential real estate.
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Restaurants

Quick Service, casual dining, mid-scale, white table cloth and other restaurants. Any type of restaurant may enter.
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Retail

Open to all retail companies (online and/or brick & mortar) with general or specific merchandise. E.g., department stores; online retailers; clothing, shoes or jewelry stores; food retailers; movie/book stores; discount/bulk retailers; pet care; toy stores; specialty stores; etc.
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Snacks & Desserts

Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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Software & Apps

Software, groupware, operating systems, or software/apps stored locally on a Computer/Tablet/Mobile Device. (See category Internet/Telecom for SaaS/Iaas & Cloud based services and Entertainment & Sports for online & mobile games.)
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Transportation

Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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Travel & Tourism

Cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.
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