Beverages - Alcohol

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

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2015 SILVER

How Guinness Replaced Culture With Character To Build A Bigger Business

Guinness' best day each year is March 17, when the world goes green for St Patrick's Day. But to grow, Guinness needed to claim a territory that was bigger than Irishness. So it looked inside itself, took the substance for which it was renowned and used it as the basis of a new and a timely role for the brand to raise a glass to those with more character and substance.

Brand: Guinness
Client: Diageo
Agency: BBDO New York
Language: English

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