Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2012 GOLD
Say It Without Saying It
The Holiday season is the most competitive sales period for the spirits industry. Everyone blazes their promotional guns, many targeting gifting-averse men. These men gift almost exclusively to people that are important to them - bosses, brothers, and father-in-laws. But, they dont really show emotions with their gifts. In fact, they are emotionally constipated. With this insight, we developed a campaign that allowed men to express themselves by gifting Johnnie Walker. The campaign was an outstanding success, not only for achieving record sales, but also for facilitating some emotional progress.
Brand:
Johnnie Walker
Client:
Diageo
Agency:
BBH New York
Language:
English
2011 SILVER
Give A Veteran A Piece of the High Life
With the combat mission in Iraq ending in the summer of 2010, Miller High Life saw an opportunity to do some social good. We asked beer drinkers across America to return High Life bottle caps to give a piece of "the high life" to those who deserved it most: the war veterans who had put their lives on the line to defend it in Iraq and Afghanistan. Partnering with the IAVA, the program generated massive PR, drove volume growth and gave over 4,000 veterans "High Life experiences" throughout the summer.
Brand:
Miller High Life
Client:
MillerCoors
Agency:
Saatchi & Saatchi
Language:
English
2011 BRONZE
"Taste Above All Else" Campaign
In the midst of a recession where all premium brands were declining, our challenge was to maintain Jameson's already gravity defying growth without losing any of its fierce underground loyalty. By turning a traditional whiskey strategy - heritage - on its head, we were able to tell the story of Jameson's serious credentials in a not-so serious-manner. The resulting campaign, TASTE ABOVE ALL ELSE, was a massive success for the Jameson brand significantly increasing brand awareness, brand health measurements and sales, while growing our core advocate base.
Brand:
Jameson
Client:
Pernod Ricard USA
Agency:
TBWA\Chiat\Day
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
