Direct marketing was treated by many as the stepchild of advertising. Gevalia may have been the first Effie Award winner, to be greeted with a chorus of boos at the awards presentation. It was a continuity campaign that also resurrected the brand and delivered results in all media. One key ingredient was the European positioning and appetizing graphics. While a free coffeemaker was still a part of the equation, it no longer dominated the advertising. Today Gevalia is a premium brand available at stores.