Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2005 BRONZE
Washboard
Due to its dark appearance and strong taste, Guinness has labored under the myth that its a heavy beer. Not only has this misperception prevented consideration from the light beer drinker, it has limited consumption against the occasional Guinness drinker as well. Thus, the marketing challenge was to release the important calorie news in a voice that reflected the lofty position of the brand. The highly successful "Washboard" OOH campaign not only met and surpassed the objectives of increasing overall volume, market share, ROS, and perception measures for the brand, but the calorie message has been incorporated in the highly acclaimed "Brilliant" TV campaign to establish awareness and continuity in the broadcast medium.
Brand:
Guinness
Client:
Diageo
Agency:
BBDO
Language:
English
2005 BRONZE
Low Carb Campaign
Over the last 10 years, the originator of the light beer category, Miller Lite, has seen stepp market share declines at the hands of Bud Light. Then in 2003, and opportunity opened up when Anheuser Busch launched Michelob Ultra creating awareness of low carb beers but also exposing their #1 brand, Bud Light. Miller Lite seized the opportunity by aggressively launching its Low Carb campaign advertising stating that Miller Lite has half the carbs of Bud Lite. This campaign had the following objectives: 1. Stop Miller Lite's sales decline, 2. Achieve volume increases in the Off- and On-Premise, 3. Communicate MIller Lite's low carb advantage over Bud Lite and Coors Light. In the end, Miller Lite's Low Carb campaign met its established objectives while achieving double-digit sales growth, a two-point market share increase and set the stage for one of the most successful brand resurgences in the history of the category.
Brand:
Miller Lite
Client:
SAB Miller
Agency:
Ogilvy & Mather
Language:
English
2004 GOLD
Rheingold Beer
Rheingold Beer, once a powerhouse in its hometown of New York, had completely fallen off the map, enjoying distribution in only seven bars around the city. The agency was charged with returning the brand to its former position of importance and profitability. Our brand idea of "100% New York By Volume" energized the work with the unique raw energy of the city, beginning a brand revival, while triggering distribution in more than 2000 locations and a case sales increase of nearly 2500%.
Brand:
Rheingold
Client:
Rheingold Brewing Co.
Agency:
Powell
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
