Strauss Romania competed in the Romanian EFFIEs in the New Product Introduction category with the Doncafé Mixes campaign and was awarded the Golden EFFIE for campaign excellence and efficiency in reaching its business objectives and results.

The selection criteria in this category are primarily linked to real results (volumes, awareness, market share, etc.), ahead of creativity criteria, which are second. EFFIE is organized annually in Romania by the IAA (International Advertising Association) under license from the New York American Marketing Association. The awards recognize year's most effective advertising campaigns that have delivered superior results in meeting or exceeding the objectives they were designed to achieve.