WOG has won gold at the Effie Awards Ukraine 2025
WOG has secured a gold award at the Effie Awards Ukraine 2025 — a prestigious accolade recognising the most effective marketing campaigns in the country.
The advertising campaign “ZAVZHYDYKAVA at WOG: decaffeinated coffee without the extra cost” received the highest honour in the Aisle Evolution category (new product — line extension).
The expansion of the decaffeinated coffee range across 327 WOG CAFE locations within the “ZAVZHYDYKAVA” campaign has positioned WOG as one of the largest decaf networks in Ukraine. The company aligned the price of decaffeinated coffee with that of its flagship coffee offering, ensuring a seamless and familiar consumer journey — from ordering to preparation, regardless of the chosen bean.
The communication message “You can have coffee even when you shouldn’t” helped dismantle misconceptions, attract new audiences and promote decaf’s popularity even in smaller towns.
“We faced several challenges. We needed to demonstrate WOG’s expertise and leadership in the coffee segment, and to make the new service genuinely accessible to every guest. This meant establishing a single price for both decaffeinated and traditional coffee, preserving the familiar consumer journey, and ensuring the widest possible coverage — not only in top cafés across major cities, but also in localities where such choice had simply never existed before,” comments Hennadii Karlinskyi, Marketing Director of WOG’s network of filling stations.
The advertising campaign, which resonated with every WOG guest, was created in partnership with BRND WGN UA.
Effie Awards has remained the global benchmark for marketing effectiveness for more than 55 years. Today, Effie evaluates marketing outcomes worldwide — with 60 programmes across 125 markets. This year marks the 20th anniversary of the award in Ukraine. The Effie Awards Ukraine competition featured 93 categories — 40 industry-specific and 53 specialised. A panel of 290 experts joined the jury, and it is this breadth of expertise that ensured objectivity, depth and rigorous standards for every submission.
