Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2021 BRONZE
Make It Canadian
Canada was one of the only countries in the world whose most consumed beer was an import, meaning come Canada Day, Canadians would be drinking an American beer. That’s why Molson Canadian made The Most Canadian Case Ever: a case of beer filled with Canadian competitors from over 40 brewers, encouraging citizens to drink Canadian. During campaign period, volume of domestic beer climbed 19%, share of Canadian beer consumption increased 2%, sales of Molson Canadian increased 11%, and we closed the share gap with Budweiser by 7 points.
Brand:
Molson Canadian
Client:
Molson Coors Beverage Company
Agency:
Rethink
Language:
English
2021 BRONZE
Shockingly Responsible
To younger drinkers (21-34) who’d missed out the brand’s heyday in the 90s and 2000s, Absolut was just another party vodka on the shelf. But, appealing directly to this generation’s increasingly responsible drinking habits, we turned “Drink Responsibly” from a generic industry disclaimer to a GenZ aspiration for social good. By getting the audience to notice and connect with Absolut vodka in this way, we turned around years of consecutive volume decline into a turnaround year of 10% volume growth.
Brand:
Absolut
Client:
Pernod Ricard
Agency:
BBH APAC
Language:
English
2020 SILVER
Revitalizing the Spirit of Generosity
As whisky grows, Crown Royal set out to modernize the brand and capture a new and radically diverse generation of drinkers. Born as a premium gift for royalty, Crown Royal redefined status and wealth building on the insight - It's not what you have, it's what you give and how you give it. The 360 campaign was a roaring success in recruiting the next generation who believes live generously and life will treat you royally.
Brand:
Crown Royal Whisky
Client:
Diageo North America
Agency:
Anomaly
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
