Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
FILTER BY:
PROGRAM
2006 SILVER
Surrender to APEACH
This campaign had to launch a new flavor variant from an old brand in an increasingly competitive and youthful segment of the vodka category. It also had to create demand for a flavor not usually associated with vodka and buck the consumer desire for tart fruit flavors. The goal of 60,000 case sales was far exceeded at more than an estimated 162,000 cases.
Brand:
ABSOLUT APEACH
Client:
V & S Absolut Spirits / Absolut Spirits Co.
Agency:
TBWA\Chiat\Day
Language:
English
2006 BRONZE
The Power of Home
In the face of a decreased budget, negative "big builder" perceptions, a flat housing market and rising interest rates, Veridian Homes sought to bolster consumer awareness and preference, with the goal of increasing leads and sales. By conveying the emotional benefits of the power of home, the campaign contributed to increased awareness and improved quality perceptions. In turn, this led to a 13% increase in leads and a 16% increase in sales, three times the original goal.
Brand:
Veridian Homes
Client:
Veridian Homes
Agency:
Shine Advertising Co.
Language:
English
2006 BRONZE
Bud Family Portfolio Management
The Budweiser brand family, which claims to be the most successful brand family in beer marketing, has been under increasing pressure due to the rise of alternative alcoholic beverages. To respond, a third brand was introduced to re-energize the brand family. It led to growth that outpaced the beer industry.
Brand:
Budweiser Brand Family
Client:
Anheuser-Busch, Inc.
Agency:
DDB Chicago
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
