Beverages - Alcohol

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

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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

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