Category A01. Fast Moving Consumer Goods
Entrant LOVED Hamburg, GERMANY
Idea Creation LOVED Hamburg, GERMANY
Name Company Position
Armin Jochum thjnk AG CCO
Mieke Haase loved gmbh Managing Director
Karl Wolfgang Epple, Matthäus Frost thjnk AG Creative Director
Matthäus Frost thjnk AG Art Direction
Karl Wolfgang Epple thjnk AG Copywriter
Ilker Yilmazalp, Philipp Stamer loved gmbh Account Manager
Teresa Köster thjnk AG Editorial Department
Dirk Weyer - Photographer
David Kowalski - Post Production
Louisa Bartholdi, Manuel Caliebe, Hilko Wiegmann thjnk AG Final Artwork

The Campaign

Our idea was no advertising campaign, but pr via a product innovation: the world’s first cola that comes in different skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re all the same inside. An entertaining pro-tolerance statement. No special edition, but a serious relaunch, challenging the cola industry and the people’s prejudices towards things (and people) that look different.

Creative Execution

The relaunch of the cola started with changing the product to six different skin colors. Since the design idea of skin colors is the focus, the packaging is reduced to the minimum. No conventional large labels, but only a white neck label without any frills. The relaunch was accompanied by a print and out-of-home campaign portraying people raising their ALI COLA bottles to eachother. Not only the different ALI COLA colors, but also people with different skin color, different sex, old, young, tattooed, etc. The campaign parallelly conquered Facebook, Twitter and Instagram, engaging people to post their own photos and ideas using the hashtags #toleranzschmeckt and #cheerstotolerance. Press and blogs discussed the topic and the product worldwide. We also activated beverage merchants and kiosks. They received a special mailing, consisting of a sample 6 pack and a brochure with positive and negative social media reactions to our polarizing concept.


Press, TV, blogs, influencers and euphoric, but also angry comments proof that we struck a chord. ALI COLA polarizes – showing the relevance for a pro-tolerance statement. ALI COLA hits a nerve in rough political times and moves the issue of tolerance back into the consciousness of the people. A topic that is now more important than ever, particularly in the context of the refugee crisis, German right-winged party AfD and Trump.

ALI COLA – The cola in skin colors – is not only an advertising idea, but a relationship-building idea that shows how creativity is relevant in bringing a brand to life and how creative agencies and clients can co-work to improve a product. It bursts the boundaries between client and agency. Plus, ALI COLA is a pro-tolerance statement in rough political times, creating both: an innovative product and a cultural moment when it’s most needed in Europe and the world. People are involved and engaged to discuss the topic and carry the cola as a pro-tolerance statement.

ALI COLA mainly targets the German society. It’s primary aim is to change the way Germans think about foreigners and people with different skin colors. Since Germany is the second most popular migration destination in the world, one out of five Germans has at least partial roots outside of Germany. Over the past two years Germany has welcomed more than 1 million asylum-seekers – an immigration wave that has changed Europe’s largest economy. Of course, it also raised racism and prejudice. Since Germany has a very dark past considering racism, our society has a special responsibility to be a role model for Europe.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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