Beverages - Alcohol

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

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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

2008 SILVER

Voted #1 Vodka of 2033

With over 260 new vodka brands being launched over a 4 year period, SVEDKA wanted to stand out and become a Brand with industry impact. SVEDKA's marketing goal was to create a totally different kind of spirits campaign, positioning the brand as the category iconoclast, as a cheap chic challenger, like Target or JetBlue, thereby reinvigorating the sales curve to hold steady at plus 50%. The path to get there was to own the Future of Adult Entertainment.

Brand: SVEDKA
Client: Spirits Marque One, LLC
Agency: Spirits Marque One LLC
Language: English

2008 SILVER

Ron Stablehorn

The Rolling Rock "Ron Stablehorn" campaign proves that really, really bad advertising can be very, very effective. Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. The agency was able to change the conversation by blunting the real controversy with a fake one. An integrated campaign surrounding a fictitious marketing director, Ron Stablehorn, and his dramatic errors of judgment ultimately proved to consumers that Rolling Rock is a great beer that will always triumph over the worst of corporate marketing.

Brand: Rolling Rock
Client: Anheuser-Busch, Inc.
Agency: Goodby, Silverstein & Partners
Language: English