{"id":5628,"date":"2026-10-05T10:46:12","date_gmt":"2026-10-05T15:46:12","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=news&#038;p=5628"},"modified":"2026-10-05T10:46:12","modified_gmt":"2026-10-05T15:46:12","slug":"three-effies-for-jabon-rey-how-agencia-quiroga-turned-cultural-connection-into-growth","status":"publish","type":"news","link":"https:\/\/icomagencies.com\/news-press\/three-effies-for-jabon-rey-how-agencia-quiroga-turned-cultural-connection-into-growth\/","title":{"rendered":"Three Effies for Jab\u00f3n Rey: How Agencia Quiroga Turned Cultural Connection into Growth"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jab\u00f3n Rey earned three awards at the Effie Awards Colombia 2026 for two campaigns developed jointly by Fant\u00e1stica Agencia and Latin American ICOM member <a href=\"https:\/\/agenciaquiroga.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Agencia Quiroga<\/a>, which led media execution and digital implementation.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Both winning campaigns were a joint effort between Fant\u00e1stica Agencia, which led the creative, and Agencia Quiroga, which led media execution and digital implementation. Each tackled a different business problem, but both drew on the same asset: the trust Jab\u00f3n Rey has earned in Colombian households over more than 60 years.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Letting Colombians make the case<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With hard-discount retailers squeezing traditional brands, Jab\u00f3n Rey needed to protect its position without resorting to price cuts or endless promotions. So instead of making claims about itself, the brand handed the microphone to its users. &#8220;Preg\u00fantele a un colombiano por Jab\u00f3n Rey&#8221; (&#8220;Ask a Colombian About Jab\u00f3n Rey&#8221;) built the campaign around real people and the stories and habits passed down in their families.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">It paid off: bar soap sales grew by 11% and liquid soap by 25%. The campaign took home two Effie Golds, in Crisis Response and in Household Products &amp; Services.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Building a community, not just a following<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Online, the brand had a quiet audience of around 3,000 followers. &#8220;Quiero ser amigo del Rey&#8221; (&#8220;I Want to Be the King&#8217;s Friend&#8221;) set out to get people talking, with content rooted in Colombian culture, a more playful brand voice and plenty of room for users to join in.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Engagement jumped from around 7% to a record 337%, and the community grew to almost 20,000 followers. The work earned an Effie Silver in Engaged Community \u2013 Products.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/icomagencies.com\/leaders\/gustavo-quiroga\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gustavo Quiroga<\/a>, CEO of Agencia Quiroga, explained why the recognition is especially significant for the agency: <em>\u201cThese Effie Awards are especially meaningful for Agencia Quiroga because they recognize the ability to turn strategy, consumer understanding and strong execution into tangible results for our clients. In Colombia, they carry an added significance. It is a strategic market for our regional operation and one where we have been strengthening a highly talented team and an increasingly solid offering.<\/em>&#8220;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>Having this work for Jab\u00f3n Rey recognized by Effie reinforces that path and encourages us to keep growing, strengthening our presence and creating value from Colombia across the region<\/em>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why it worked<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">What links the two campaigns is where they started. Neither tried to reinvent Jab\u00f3n Rey. Both began by listening to how Colombians already see and talk about the brand, then built a strategy around that. For Agencia Quiroga, it&#8217;s proof that a brand&#8217;s emotional connection with people is also a business advantage, one that can defend market share and turn passive followers into an active community.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">This isn&#8217;t the first time Jab\u00f3n Rey&#8217;s work has been recognised at the Colombia Effies. In 2025, Agencia Quiroga earned a Bronze for the launch of Jab\u00f3n Rey&#8217;s first-ever product extension, a liquid detergent. <a href=\"https:\/\/icomagencies.com\/news-press\/agencia-quiroga-wins-bronze-at-colombia-effies-for-iconic-jabon-rey-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">You can read that story here.<\/a><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">These wins also come as <strong>Agencia Quiroga celebrates 25 years of history as the only independent agency in Latin America<\/strong>, with operations in 12 markets, a strategic hub in Colombia and direct representation in China.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Congratulations to the entire Agencia Quiroga team, and to their partners at Fant\u00e1stica Agencia, on this well-deserved recognition!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"featured_media":5626,"template":"","news_category":[17],"class_list":["post-5628","news","type-news","status-publish","has-post-thumbnail","hentry","news_category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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