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TOTO brand is ‘alive and kicking’ due to the success of the ‘King TOTO’ campaign. Golden Effie award at the Effie Awards Europe 2020 in the Media, Leisure and Entertainment Category as a result of the campaign, garnering further international recognition for the brand. The jury described the marketing campaign as ‘mind-blowing’ due to the significant rebranding of TOTO’s traditionally old-fashioned image. In addition, the jurors stated that the campaign demonstrated ‘strong insight translated into strong execution, that it was ‘simple and consistent,’ and concluded that ‘the results were outstanding and also extremely well presented’. Speaking to Lottery Daily, de Jong said: “It feels great. Last year we won two Golden Effie awards for TOTO in the Netherlands. It was the first time that one campaign received two golden awards. And now the Golden Euro-Effie. It underlines that we did something truly special with our TOTO brand.

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