Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
FILTER BY:
PROGRAM
2015 BRONZE
Up for Whatever Introduction
A staggered category leader, stuck in a rut of 90s style brand adolescence, generated buzz that that put the brand back into cultural conversation by reframing its core meaning for a new generation of drinkers and delivering a breakthrough campaign idea and activation. Bud Light began its successful makeover in 2014 by leveraging consumer insight to uncover a timely expression of a timeless brand meaning, and by surprising viewers with a new approach to storytelling that made everyone feel like they were part of a once-in-a-lifetime experience.
Brand:
Bud Light
Client:
Anheuser-Busch InBev
Agency:
BBDO New York
Language:
English
2014 SILVER
Tonight We Tanqueray
Tanqueray was sitting on back-bars on its way to becoming invisible. It had failed to put its finger on the cultural pulse, fluctuating between being retro and trendy and trying to steal share from vodka. With Tonight We Tanqueray, we a created not just an ad campaign but also an occasion, voice, and world that helped assert category leadership. Tonight We Tanqueray reversed years of decline with 7% sales growth and 12% volume growth. It gave the brand momentum and relevance with consumers and the toughest critics of all, bartenders.
Brand:
Tanqueray
Client:
Diageo
Agency:
Mother NY
Language:
English
2013 GOLD
Corona Extra: Finding Our Beach
This is a story of how an iconic brand shifted from a universal symbol of a vacation in a bottle to helping people find their own metaphorical beach wherever they happen to find themselves. Through the Find your Beach effort, Corona Extra broke out of being typecast for beach-like occasions to being invited to occasions it's never been asked to before. Find Your Beach turned around four years of consistent declines, resulting in double digit growth (15.3%) and 7 straight months of positive sales during the brand's historical fall/winter off-season.
Brand:
Corona Extra
Client:
Crown Imports, LLC
Agency:
Cramer-Krasselt
Language:
English
FINALISTS
Budweiser
This Bud’s For You: Recruiting A New Generation of Budweiser Drinkers
Harbin
Harbin The Beer Bench
Diageo México Buchanan´s Two Souls
Buchanan’s Two Souls®: La unión de dos grandes
