Beverages - Alcohol

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

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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

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