Bald has received gold in the category of advertising and commercial communication of the National Marketing Awardsconvened by the Spain Marketing Association. Its proposal stands out in a section that values ​​the communication model of products, services or promotions built on strategic positioning.

In addition to Calvo gold, a silver has been delivered to Mapfre And the bronze to Iberostar. Iberia and Airing They were also candidates to win a prize in this section. For its part, CaixaBank, Campofrío, KFC, Mahou, Suchard and Telefónica They were initially part of the long list.

The jury, composed of this edition by 20 professionals, has been in charge of evaluating the work according to some redefined criteria For the occasion. The consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), business results (25%) and the difficulty of the case (10%) has been considered in each category.
This edition has seven company categories in which gold, silver and bronze has been granted.

Gold: Calvo – “Do not choose tuna to tuntún, better choose Calvo”

Bald, Nauterra group brand, it has been winning thanks to the campaign “Do not choose tuna to tuntún, better choose Calvo”designed by the agency VML The Cocktail and with garage production, and launched in June last year. In it Calvo opted for a casual humor and a natural tone that remembered some of his most iconic ads.

Was starring the actor Paco Tous, in what was a recovery of the figure of the celebrity by Calvo and that had characterized some of his most emblematic communications. The brand assured at the time that it shares with the actor traits such as sympathy, closeness, naturalness and humor.

The campaign, in addition to promoting the product, transferred the principles and values ​​of bald to the audience, including the Aput by quality, possession of a own float for the performance of your activity and constant innovation in solutions of packaging. A proposal with which Calvo has sought to differentiate himself from competitors.

“This campaign represents a significant milestone in our commitment to excellence and responsibility in each step of our production process”, Jorge Alonso, marketing director at Nauterra commented at the time, in a statement. “We firmly believe that choosing quality products is “Do not choose Tuntún ”, guaranteeing a better consumer experience, promoting a healthier and more sustainable lifestyle”.

In addition to the spot, the campaign had a wide media plan devised by the agency Mindshare. It was executed on television, social networks and streaming platforms, and also with interactive displays, simulated external advertising and brand content specifically developed for the Eurocup.
The whole strategy meant, as Calvo explained, the investment of more than one million euros,

Silver: Mapfre – “Mapfre Live”

Mapfre has achieved a money for the “24/7 in Action” campaign, designed by McCann, with which the insurer highlighted her multiproduct offer and permanent service. Instead of focusing on competing in price, he chose to update his communication strategy and, by extension, that of the category. He focused on the quality of his service and invited consumers to reflect on what sure they would choose when they really were in need of one.

Iberostar Beachfront Resorts – “You do you”

For its part, Iberostar Beachfront Resorts has received a bronze for “You do You”, designed by the McCann agency, the global campaign with which the hotel chain highlighted its value proposition. With a speech that put the guests of their accommodations in the center of the experience and highlighted its services, the company also communicated everything that carries out to achieve more responsible tourism.

Here you can expand our editorial coverage on the National Marketing Awards 2025:

• Estrella Galicia receives the National Marketing Grand Prize
• Rosa Tous is chosen as best business leader
• Kyndryl has the best marketing team
• Majorica wins gold in brand construction
• Estrella Galicia stands out for its comprehensive strategy and sponsorships
• An AI solution for corporate trips gains customer experience
• Sanitas stands out for innovation in its value proposition
• Ikea wins gold for its sales strategy