Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2009 SILVER
Damn Right
In the 1960s and '70s, Canadian Club was the No. 1 whisky in America. But now Canadian Club is as untrendy as a brand could be. Guys say scornfully, "That's what my Dad drank." To get people to rethink Canadian Club, the brand first had to get them to rethink their dads. So the campaign coupled vintage photographs and provocative sentiments to reveal that Dads and their drinks were actually the height of cool. The brand's sales grew for the first time in 16 years.
Brand:
Canadian Club
Client:
Beam Global Spirits & Wine
Agency:
Energy BBDO
Language:
English
2009 BRONZE
Take Back the High Life
Consumers tastes changed in the last decade. Wanting more variety, they started exploring new styles of beer and beverages. Miller High Life was perceived as an old brand stuck in the past. As a good honest beer at a tasty price, it needed to gain relevancy fast or suffer continued market share decline. Leveraging a strong insight gleaned from advocates, Miller High Life became the voice of common sense in a world gone too far in pursuit of luxury and excess, and beer drinkers everywhere toasted that message.
Brand:
Miller High Life
Client:
MillerCoors
Agency:
Saatchi & Saatchi
Language:
English
2008 GOLD
Jug Simple Integrated Campaign
Carlo Rossi is stranded in a culture that would be mortified to be seen with jug wine. Its user base is dying out, ithasn't advertised for 30 years, and every jug takes up the shelf-space of two bottles of higher-margin Yellowtail, who outspent our $100,000 by 160:1. So we brought back the Jug for a new generation, who could share our vision of making something truly iconic and delightful together - turning jugs into grass-roots events, in-store, online, un-paid placement, PR and a re-invigorated salesforce.
Brand:
Carlo Rossi Vineyards
Client:
E&J Gallo Winery
Agency:
Cole & Weber United
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
