Beverages - Alcohol

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

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2006 SILVER

Love Train

Coors Light entered 2005 facing a two-year volume decline and a daunting challenge: to reposition the brand and re-engage consumers with what was unique and compelling while rising above the "beer wars." The objective was to deliver immediate and sustained volume growth. Consumer response to the advertising was dramatic and served as the catalyst for a broader rebound of the brand.

Brand: Coors Light
Client: Coors Brewing Company
Agency: FCB Chicago
Language: English

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