The “Classic Meets Today” platform of Majorica has been recognized with gold in the brand construction category in the National Marketing Awards, Convened by the Spain Marketing Association. The jewelry brand stands out in a section that, among other things, recognizes the progression of brand positioning, the formulation of a differentiated strategy and the impact on the perception and behavior of the different audiences.

In this way, Majorica collects a gold, while Iro has received money and KFC A bronze Victoria beers and Cruzcampo They were also finalists in this section.
The long list included, in addition to those mentioned, Telefónica, Zel, Culmia, Kyndryl, and Leroy Merlin.

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: Majorica – “Classic Meets Today”

Majorica has won gold in brand construction by its platform “Classic Meets Today”, worked next to the McCann Barcelona agency to renew the image of the brand. Your goal has been resignify pearls, that were still stagnant in the collective imaginary as a complement to mothers and grandmothers. The firm considered it necessary to find a new communication path that brought them back to the present and connected them with the new generation of consumers.

This path was reflected in a first campaign in which the pearls were shown as part of a choreography of urban movements to the rhythm of the greatness of Beethoven’s music and developed in care and elegant scenarios. Elena Marín, one of the most outstanding dancers in Rosalía’s dance body, was one of the protagonists of the spot, who was looking for modernize the traditional imaginary associated with pearls and bring the product closer to current aesthetics and fashion.

Majorica continued working with a second installment that continued to resort to the conjugation of tradition and modernity through key figures in national contemporary music. Thus, he associated with the duo of Mëstiza djs and the singer and composer Rodrigo Cuevasprotagonists, next to the pearls and the red color, of the second installment of “Classic Meets Today” and again with creativity of McCann in Barcelona.

The first phase of the campaign was awarded gold in the category of best brand launch campaign, product or service in the 2024 efficiency awards.

It should be noted that the strategy has meant a kind of rebirth in terms of brand for Majorica, symbol of the Mallorcan economy. And it is that at the end of 2020, and after the pandemic aggravated a complex financial period for the company, it presented creditors contest. In May of the following year, Majorica was acquired from its previous owner, Drastan Limited, by French businessman Gregorie Augustin Bontoux-Halle, for the price of 12.3 million euros.

Silver: Iryo – “Make Mark from the trip”

The rail operator Iro It has been recognized with silver under brand construction. The work done by the company has been awarded, which began operating in Spain at the end of 2022, and that throughout these years has made the connection its brand territory. He has developed it to the Kitchen agency over the last two years, and under the concept “The quiet speed”that has given prominence to consumers and their lives; to the quality of the service and what they call conscious flexibility.

Bronze: KFC – “Changing the rules”

The tour de kfc Throughout the last five years he has been awarded with bronze in brand construction, which means recognition of personality work, communication tone and marketing approach that has made it a reference in the category.

KFC has developed a plan, devised by the PS21 agency, to increase its physical presence and mental availability in users. Has opted for young people as a public and an approach “Always In” In social networks. He has also carried out new restaurants, collaborations with other brands and developed dozens of advertising campaigns and marketing actions that have combined a long -term strategic vision with a tactical approach oriented to the results.

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
• 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
• Calvo takes a gold for its advertising and communication
• Ikea wins gold for its sales strategy