Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2005 GOLD
Don't Sleep
Armed with only $300,000 , we faced a daunting challenge in 2004: build the badness New York brand and elevate sales in a market greatly weakened by local anti-smoking and dancing laws, against competition that spent hundreds of millions of dollars on advertising. the "Don't Sleep" campaign, which urged fellow New Yorkers to join us in taking back the dirty, creative, raw and electric city we love, served as a rallying cry for our target, while increasing distribution by 45% and sales by 104%.
Brand:
Rheingold Beer
Client:
The Rheingold Brewing Company
Agency:
Powell
Language:
English
2005 SILVER
Keep Walking
The Johnnie Walker "Keep Walking" campaign was created to catapult the Johnnie Walker brand out of the cliches of scotch category with its corresponding volume decline, and into the broader realm of cultural relevance. By engaging the target consumer in a dialogue about the true meaning of personal progress, Johnnie Walker was able to connect with the lifestyle and mindset of young men in transition. The "Keep Walking" campaign dramatically exceeded expectations by grabbing the target's attention and driving double digit gains in awareness of the Striding Man, while simultaneously significantly increasing the brand's association with the intended key brand benefit, personal progress.
Brand:
Johnnie Walker
Client:
Diageo
Agency:
BBH New York
Language:
English
2005 SILVER
Three Little Words
How do you grow a badge brand like Heineken in places where the badge has little meaning? We need to think outside the box - or in this case, the bar. But to do this, we could not rely on Heineken's badge value. We needed to truly tap into their emotional connection to -- and drive for--this brand. Our campaign depicted how guys will do just about anything for a Heineken, as a way to have them rethink its relevance in at-home occasions. Three little words, "I love you" spoke to their hearts - and created a thirst for the Heineken brand. In the process, we took a bite out our key competitor, Corona, and hit them where it hurt- Miami, LA and NY.
Brand:
Heineken
Client:
HEINEKEN USA
Agency:
Publicis New York
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
