Ožujsko ranked third among the most effective alcoholic beverage brands in Europe according to the Effie Index 2025, a global ranking of marketing effectiveness based on results achieved at Effie Awards competitions worldwide. At the same time, the brand was named the most effective in Croatia.
The Effie Index is published by Effie Worldwide, and the ranking is based on the performance of finalists and winners from national, regional and international editions of the Effie Awards. The index is considered one of the most relevant indicators of marketing effectiveness because it evaluates achieved business and communication results.
A major contribution to Ožujsko’s ranking came from the “Be Brave, Be Healthy” campaign, developed in collaboration between Ožujsko and BBDO Zagreb. The campaign focused on raising awareness about the importance of preventive health check-ups for men, with a particular emphasis on prostate examinations.
“Effie measures effectiveness, not impressions, and that is exactly why this result means so much to us: third place in Europe and first place in Croatia confirm that Ožujsko’s communications consistently deliver results year after year. We are especially pleased that the industry recognised our socially responsible campaign ‘Be Brave, Be Healthy’. It is a truly unique campaign focused on men’s health and a great example of how communication can remove the stigma surrounding the sensitive topic of prostate health and encourage men to attend this important examination,” said Ana Štebih Pinjuh, Marketing Director at Zagrebačka pivovara.
Almir Okanović, Chief Creative Officer at BBDO Zagreb, said: “Be Brave, Be Healthy is a project that genuinely shook us, both as people and as creatives. Thank you to Žuja for having the courage to go where no one had gone before, and for trusting us to open new conversations together. Creativity only has meaning when it leads to real change, and this campaign truly does.”
The “Be Brave, Be Healthy” campaign won two Grand Prix awards at Effie Croatia and BalCannes, as well as a total of 13 awards. It also became the first Ožujsko campaign to reach the finals of Effie Europe.
The campaign’s most important achievement, however, was its tangible social impact. Over the two years of the initiative, more than 4,600 men attended free preventive health examinations.
