Small Budgets - Services
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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PROGRAM
2003 BRONZE
Stories
To grow the business, Maker's embarked on a new campaign in late 2001 designed to continue to attract Jack Daniels drinkers and to increase "share of stomach" among current consumers at the expense of Crown Royal. This would be accomplished with new creative designed to enhance the image of Maker's as a badge brand for people who are accomplished, and to broaden the usage occasions depicted in the advertising. Despite being out-spent 3-to-1 by both Jack and Crown Royal, Maker's Mark was able to increase sales 15% in a declining category and increase awareness dramatically. At the same time, according to tracking data, Maker's was able to greatly enhance the brand's image and intended consumption among key target audience.
Brand:
Maker's Mark
Client:
Maker's Mark Distillery, Inc.
Agency:
Doe Anderson, Inc.
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
