Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
The Beer Drinker's Light Beer
Amstel Light, a brand historically with a modest budget and limited awareness beyond the East coast, had many challenges to overcome. Due to its significantly higher price point, Amstel had earned a "badge-brand" status and was perceived as a "special occasion" beer purchased in bars or restaurants, rather than for consumption in one's own home. Despite this, Amstel Light enjoyed a leadership position in the Imported Light beer segment, but as more Imported beer marketers began to introduce light versions of their products it became evident that a more aggressive and integrated marketing approach was needed for Amstel to maintain dominance. Thus, the humorous "Beer Drinker's Light Beer" campaign was introduced in an effort to reinforce the brand image and establish an emotional bond, grounded in product benefit, between Amstel Light and the consumer.
Brand: Amstel Light
Client: HEINEKEN USA
Agency: Lowe Lintas & Partners
The "Stay Pure" campaign was aimed at generating awareness of the Sauza brand of tequila and differentiating it from the dominant category leader. By clearly portraying the Sauza experience as more sophisticated, stylish, and consistent with target audience values and lifestyles, the campaign resulted in substantial volume gains and was successful in creating a distinctive image for the brand.
Client: Allied Domecq Spirits & Wines, USA
Agency: Bates USA
The campaign objective was to grow combined Bud Family sales and market share as well as strengthen imagery across both Budweiser and Bud Light. The challenge was to manage both brands together as partners, allowing each a distinctive personality and role while also contributing to the good of the whole. The advertising was successful in positively differentiating each brand from its competition as well as from its family member without carving out a niche to narrow for the two largest selling brands in the world.
Brand: Budweiser Brand Family
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago