The Graff brand has received significant professional recognition at Effie Awards Ukraine 2025, the leading award for marketing effectiveness in Ukraine.
For more than 55 years, the Effie Awards have been a global benchmark for evaluating the effectiveness of advertising communications and strategies. The Effie award for CupSoul confirms that the chosen strategic decisions and media plan not only contribute to achieving business goals, but are also recognized as highly effective in the market by an expert jury.
On November 28, during the 20th anniversary ceremony of Effie Awards Ukraine 2025, the CupSoul team received Bronze awards in two categories:
New Product or Service — Launch. The case “Style Brewed in a Cup,” developed in collaboration with the full-cycle marketing agency Promodo.
Artificial Intelligence (AI). The case “Your Style — Your Taste,” created in partnership with the AI experts from NSG agency.
The awards received confirm Graff’s ability to create modern, effective, and relevant communications that resonate with both consumers and the professional community.
In addition, the Graff marketing team received the Best Marketing Team award in the Hot Beverages category and achieved one of the highest scores in the market. This recognition highlights the team’s creative thinking, strong strategic execution, and well-balanced media mix in achieving brand objectives.
The Best Marketing Team ranking is calculated cumulatively based on three indicators:
50% — effectiveness awards from Effie Awards Ukraine;
40% — creativity awards according to the Ukrainian Creative Awards;
Remaining criteria (presence of TV campaigns, digital campaigns, and the marketing team’s openness to industry research) are indicative in nature — 3.33% each.
CupSoul achieved a final score of 99.3 points.
The team continues to work on brand development, implementing innovative solutions and shaping the unique Graff style in the hot beverages market.
