Philips wins three Clio Awards, including highest honor, for its ‘Better than New’ refurb initiative
May 26, 2025 | 2 minute read
Philips this year took home three Clio Awards, including two Gold awards for ‘Creative Business Transformation – Experiences, and Creative Strategy’, and a Grand Award in the ‘Creative Business Transformation – Services’, for its ‘Better than New’ initiative.
Launched in 2023, ‘Better than New’ was designed to increase consumer awareness of refurbished products available through Philips. Philips Refurb Editions are now sold in select European countries, offering consumers high-quality refurbished products backed by the company’s quality guarantee, while helping reduce e-waste and giving loved products a second home at a great value.
The portfolio of Philips Refurb Editions includes popular innovations including Philips OneBlade, and Philips Shavers, Philips Sonicare electric toothbrushes and Philips Lumea IPL. Every refurbished product is carefully tested and backed by the same warranty as a new one, so consumers know they’re getting the quality and reliability they expect from Philips.
‘Better than New’ started as a bold idea, and it took an incredible team to bring it to life. From the start, it’s been more than a campaign – it has been about shifting mindsets. We want people to feel proud about choosing refurbished, and to see it as a smart, modern way to care for themselves and the planet. I’m proud of how we turned that vision into something real and to see the creative excellence behind it recognized.
“Winning the Clio Grand Prix for Creative Business Transformation is an incredible honor that affirms what we’ve believed from the start — that innovative storytelling can be a powerful force for sustainable change. With ‘Better than New’, we set out to make refurbished products not just acceptable, but aspirational, to truly reimagine consumption.” – Josefien Olij, Senior Marketing Communications Director - Personal Health, Philips
As a testament to the commitment to this initiative, the campaign continues to come to life in meaningful ways to promote Refurb Editions and encourage consumers to buy sustainably. For example, Refurb Friday, launched in 2024 in the Benelux region: Philips only sold new products once refurbished editions were out of stock. And, on Earth Day 2025, Philips offered an exclusive, one-day lifetime warranty for Refurb Edition products sold in the Netherlands, Belgium and Germany, to even more vocally underscore the campaign tagline, that refurbished products can be better than new.
