Dr. Beckmann Group wins Bronze Effie

Egelsbach, 2nd October 2025 - The Dr. Beckmann Group has been awarded the Bronze Effie in the “David vs. Goliath” category. The award honors last year’s media strategy for Dr. Beckmann Magic Leaves laundry detergent sheets, with which the medium-sized family business successfully positioned itself in a largely saturated market – against corporate competitors with significantly larger media budgets.

Efficiency that delivers results
With a highly precise, orchestrated media setup, brand awareness was increased by 79 percent within one year – while the cost per awareness point was more than halved compared to the previous year. Particularly gratifying: market share in the pre-dosed detergent segment rose by 37 percent over the same period.

“With less than one percent of the market leader’s media spend, we achieved an outstanding awareness result for our brand. This shows what’s possible when strategy, timing, and execution are all rigorously focused on impact,” says Marco Buschmeier, CMO of the Dr. Beckmann Group. “This award is above all a team achievement – and a clear confirmation of the effectiveness of our media campaign.”

Relevance over reach
At the heart of the campaign was the so-called “GENIAL moment” – a deliberately simple depiction of a washing process designed to emotionally engage consumers and make the benefits of Dr. Beckmann products intuitively clear. The implementation focused on two compact media flights and targeted online and social media activities, complemented by point-of-sale measures. 
The campaign was developed by Serviceplan Germany, with the media strategy managed by Mediaplus. All elements were coordinated across media for maximum efficiency and precise audience impact – from the first impression to the purchase.

A statement for smart brand management in the SME sector
With this award, the GWA Effie not only recognizes a successful product but also the ability of a medium-sized company to assert itself entrepreneurially, communicatively, and strategically in competition with global players. 
“The campaign was already a complete success for us before this award – now even more so. I sincerely thank the entire team, both internally and on the agency side, for the passion, creativity, and commitment that made this achievement possible,” adds Buschmeier.