Campaign execution for leading fuel station café network recognised for excellence.
BRND WGN Ukraine has been recognised at the prestigious Effie Awards Ukraine for its standout execution of a national campaign for WOG, one of the country’s largest fuel station networks, which also features an extensive café offering across its locations.
Announced on Friday night during the annual ceremony, the Gold Effie Award places BRND WGN’s Ukraine office among the country’s most effective marketing teams.
BRND WGN expanded into Ukraine in 2024, establishing a Kyiv-based team led by Creative Directors Tonya Kondakova and Dmytro Horbenko.
In just over a year, the agency has built a strong local presence, combining Ukrainian creative talent with BRND WGN’s international strategy and brand-building expertise.
The recognition comes for the agency’s supporting role in the “Zavzhdykava na WOG” (“Always-Coffee at WOG”), a nationwide campaign aimed at making decaffeinated coffee accessible and appealing to a broader audience.
BRND WGN UA led the development and rollout of campaign materials and communications across WOG’s extensive network of café locations.
“This award is a huge moment for our Ukraine team,” said Peter-Jan Grech, BRND WGN Founder and CEO. “It validates our belief that Ukrainian creativity, backed by rigorous strategy and global standards, can deliver world-class effectiveness. We’re incredibly proud of the team.”
The campaign was built around a the premise that decaf coffee should be just as available and valued as regular coffee.
To support this shift, BRND WGN UA helped WOG introduce decaf options across 327 WOG Café locations, ensuring the offer was easy to find, easy to choose, and seamlessly integrated into the customer experience.
“With this campaign, we really wanted to drive a mindset shift: decaf should be as ordinary, accessible and appreciated as regular coffee,” said Tonya Kondakova, Creative Director at BRND WGN UA. “Seeing decaf become a natural part of customers’ daily coffee choices shows how strategic clarity and empathy can transform a category.”
“This win confirms what we believed from the start: local creativity, grounded in consumer insight and executed at scale, can deliver outstanding business outcomes — even in challenging times,” added Dmytro Horbenko, Creative Director at BRND WGN UA.
