Beverages - Alcohol

Beer, champagne, liquor, wine, wine coolers, etc.

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2018 BRONZE

Fighting Spirit Stories

Modelo has been successful by growing with core Hispanic consumers. However in 2016, we were approaching the end of that runway. To further grow, we needed to drive penetration with a new audience and not alienate our core Hispanic brand lovers. To do that, we identified a compelling, unifying and culturally relevant insight that grew the brand with new audiences while maintaining loyalty with Hispanic brand lovers. How? By proving that even in today’s divided America, it doesn’t matter where you come from, it matters what you’re made of.

Brand: Modelo
Client: Constellation Brands
Agency: Ogilvy
Language: English

2018 BRONZE

Polar Promotion Doggy

Seafood Restaurant is the main approach to beer sale in Taiwan, and every beer brand utilizes hot ladies to promote in the restaurants to create sales. Taiwan Beer broke the tradition and unprecedentedly utilized polar sled doggy which represents low temperature and "Only 18 Days Taiwan Draft Beer is preserved at a low temperature 0-7℃ throughout the entire distribution and storage process" the most. The doggies delivered Only 18 Days Taiwan Draft Beer in the restaurants and interacted with customers, creating amazing outcome within current situation and consumer habits.

Brand: Taiwan Beer
Client: Taiwan Tobacco & Liquor Corporation
Agency: Uni-Smart Advertising
Language: Mandarin

2018 BRONZE

Probably the smoothest beer in the world

Total beer category in Hong Kong is flat and losing its fizz, international premium beer brand like Carlsberg is no exception. Through the launch of Carlsberg Smooth Draught, the brand aims at enhancing the overall brand image and stimulating the overall beer sales. Ride on an interesting insight of “Smooth Talker”, we created a multi-level campaign strategy to target different tiers of audience. With a series of witty and humorous contents created for mass communication, social and trade, we successfully made consumers fall in love again with Carlsberg, creating a breakout sales in overall brand.

Brand: Carlsberg
Client: Carlsberg Hong Kong Limited
Agency: McCann Worldgroup Hong Kong
Language: Mandarin