Carat UK Takes Gold and Bronze in The Drum Adwards Marketing EMEA for Tackling Funeral Taboos with Co-op’s Celebrity Send Off

Alright, let’s dive right into it. Carat UK’s recent triumph at The Drum Marketing Awards EMEA 2025 isn’t just a shiny trophy on their shelf; it’s a testament to how bold and strategic brands can challenge deep-seated social taboos. And let me tell you, approaching funeral planning (a subject most would prefer to avoid) with such finesse is no small feat. They won Gold and Bronze, and I like it! They demonstrate a true understanding of cultural sensitivities combined with innovative marketing.

The Campaign and Its Context

Now, from what I gather, this campaign — Co-op Funeralcare’s “Celebrity Send Off” — didn’t just pop up overnight. It’s part of a growing trend:

• brands stepping into uncomfortable territory,
• not to shock for shock’s sake,
• but to open conversations that society often sidesteps.

And let me tell you, that’s clever. Because most funeral campaigns tend to be either overly sentimental or downright forgettable. Carat UK, on the other hand, went for something more human, more relatable, and yes, even humorous in some parts. That’s exactly what I think makes it stand out: they dared to be different.

Understanding Cultural Shifts

And here’s where I get a little excited. You see, the campaign’s approach was rooted in understanding the cultural shift around death and funerals. People want to talk about it, but they don’t know how. The campaign broke that silence with a bit of cheek, a lot of empathy, and a lot of strategy. The use of celebrity send-offs? It’s a clever way to normalize the conversation. Why not make funerals a celebration of life rather than just a somber event? That’s where their messaging hits the mark, and I like it a lot. It’s not just about selling a service; it’s about reshaping perceptions.

What is the impact of winning The Drum Awards?

Well, a lot, or at least, quite a lot. The Drum is a very important platform for all marketers, winning Gold and Bronze is no small feat. It is a recognition to the campaign for being innovative, impactful and well executed. I tend to look at the results that come after these types of awards, they are a litmus test.

• Did it generate conversations?
• Did it shift perceptions?
• Did it, ultimately, bring real business results?

Well, no official figures are out yet, but I’d bet good money that the campaign’s boldness and emotional intelligence paid off.

On the other hand, we should remember that awards don’t always translate directly into profitability. Sometimes, they just signal that a campaign is pushing boundaries, which is good. But the real test is still ahead: how many people actually changed their minds about funerals? Did it make them more comfortable talking about planning? Those are questions I ask myself. Because, after all, marketing is about influence, not just applause.

Cultural Shifts and Seeds of Change

By the way, they also say that successful campaigns often set the stage for broader cultural shifts. And I believe this one might do just that. It reminds me of a time when I worked on a campaign that dared to challenge social norms around mental health. The impact wasn’t instant, but over time, it helped open a dialogue. That’s the beauty of these initiatives: they plant seeds.

Final Thoughts

So, what do I think? Well, I like how Carat UK, with this campaign, managed to combine sensitivity with strategy. They took a taboo, gave it a fresh voice, and earned industry recognition for it. That’s no small achievement. And I tell you this because, as marketers or students, we should learn from it: don’t be afraid to go where others won’t. Sometimes, that’s where the magic happens.

And let’s move on to see if the results match the hype. Because, in the end, trophies are great, but real impact is what truly matters. Have a think about it — what’s your take on pushing boundaries in your own projects? Do you think society is ready to talk openly about death? Drop your comments below. I’d love to hear your thoughts!

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.