Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2010 GOLD
1 Second Ad Campaign
Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.
Brand:
Miller High Life
Client:
MillerCoors
Agency:
Saatchi & Saatchi
Language:
English
2010 SILVER
Truth in Vodka
In a category with over 300 new introductions since 2003, the trade and consumers clearly did not need another vodka. Yet vodkas kept cropping up with more and more ridiculous claims. The 'Truth in Vodka' campaign for Sobieski, an unheard of Polish vodka, debunks many of the myths and gimmicks surrounding overpriced vodkas, and urges consumers to focus on what's in the bottle. By the end of August 2009, case sales more than doubled from the previous year, making Sobieski one of the fastest growing vodkas in the US.
Brand:
Sobieski
Client:
Imperial Brands, Inc.
Agency:
Meter Industries
Language:
English
2009 GOLD
The Most Interesting Man in the World
The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message to break through. Recognizing that often beer advertising actually insults the drinkers' intelligence, Heineken and its agency saw an opportunity to be interesting, rather than infantile. This integrated campaign helped Dos Equis dramatically increase brand health and drive healthy double digit sales increases.
Brand:
Dos Equis
Client:
HEINEKEN USA
Agency:
Euro RSCG New York
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
