Beverages - Alcohol

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

FILTER BY:

PROGRAM

2017 GOLD

Antarctica Webséries da BOA

Antarctica is the # 1 beer in Rio de Janeiro: the share and preference leader for almost a decade in the country's 2nd largest beer market.

The brand has always been in the heart of the carioca, but with the entry of new premium players greater competition, staying relevant has become a huge challenge.

Antarctica saw its relationship with the Carioca cool down, generating a drop in Preference levels, especially among young audiences - a strategic target for the future of the brand.

We diagnosed that this fall inp was linked to a loss of relevance in communication efforts, powered by new stimuli and expectations about brand discourse.

We needed to evolve our approach and respond to these new demands.

Thus, we looked deeply into our target customers and perceived a latent truth: people are debating deeper issues such as character, honesty and the current of good, important guidelines in Rio and throughout Brazil.

But it was not enough to address issues and tensions from on high. We wanted to change the way we talk and establish an active conversation with our consumer.

Thus, in a bold turn, we have transformed all brand communication into a unique Branded Content project, completely customized for social networks.

Thus, came the webseries, “ANTARCTICA | GOOD THING COOL GOOD THING,” designed strategically to meet the goals of the brand.

We have brought content innovation into an unprecedented category format, in line with new media consumption habits. We abandoned the conventional TV plan and started producing entertainment.

This change resulted in significant results for Antarctica, rescuing the levels of preference between the young public and the heart of the Carioca.
_____________________________________________________________
Antarctica é disparada a cerveja #1 no Rio de Janeiro: líder em share e Preferência há quase uma década, no 2o maior mercado de cerveja do país.
A marca sempre esteve no coração do carioca, mas com a entrada de novos players mais premium e a concorrência cada vez maior, se manter relevante virou um desafio imenso.
Antarctica viu sua relação com o carioca esfriar, gerando uma queda nos níveis de Preferência, especialmente entre o público jovem - target estratégico para o futuro da marca.
Diagnosticamos que a queda de Preferência estava ligada a perda de relevância nos esforços de comunicação, potencia-lizado pelos novos estímulos e expectativas sobre o discurso das marcas.
Precisávamos evoluir nossa abordagem e responder estas novas demandas.
Assim, olhamos a fundo nosso target e percebemos uma verdade latente: as pessoas estão debatendo assuntos mais profundos, como caráter, honestidade e a corrente do bem, pautas importantes no Rio e em todo Brasil.
Mas só abordar assuntos e tensões em alta não bastava. Pre-cisávamos mudar o jeito de falar, e estabelecer uma conversa ativa com nosso consumidor.
Assim, numa virada ousada, transformamos toda comuni-cação da marca em um projeto único de Branded Content, totalmente customizado para as redes sociais.
Surgia assim a webserie ANTARCTICA | COISA BOA GERA COISA BOA, pensada estrategicamente para atender os obje-tivos da marca.
Trouxemos inovação de conteúdo dentro de um formato inédito à categoria, alinhado com os novos hábitos de con-sumo de meios. Abandonamos o plano convencional de TV e passamos a produzir entretenimento.
Esta mudança reverteu em resultados significativos para An-tarctica, resgatando os níveis de Preferência entre o público jovem e o posto de marca ícone do coração carioca.

Brand: Antarctica
Client: Ambev
Agency: AlmapBBDO
Language: Portuguese

2017 GOLD

MAKE MARTINI YOUNG AGAIN

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row.

Brand: MARTINI
Client: Bacardi-Martini Ukraine
Agency: Rockets. Growth R&D
Language: English, Ukrainian

2017 SILVER

Hahn Ultra Launch

Launch a beer with virtually no alcohol. A challenge so great it was immortalized in pop culture by the Simpsons with the launch and subsequent failure of Duff Zero. If it couldn’t succeed in the world of fantasy what hope did we have in the real world? This is the story of the launch of Hahn Ultra. An ultra-low alcohol beer that had to simultaneously define a role for itself and the ultra-low alcohol category, amid declining beer sales, craft beer dominance and distribution challenges.

Brand: Hahn Ultra
Client: Hahn
Agency: TBWA\Integer
Language: English