Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
The objective of the "Silhouettes" campaign was to imbue Smirnoff with a relevant and motivating image, thereby generating excitement for and revitalizing the brand. This was done via communication of the brand's essence of unpretentious quality. After only six months in the field the campaign has significantly improved awareness, increased purchase interest and improved perceptions of quality. The result is an increase in case sales of 6.6% for the first six months of the campaign years versus years ago.
Agency: Lowe and Partners/SMS
Make It A Bud Light
Bud Light not only competes in a flat category but has overcome an all-out creative and media onslaught from its key competition. By using an inclusive, universal, and humorous creative strategy. Bud Light was able to spend less on media and production, hold higher pricing while maintaining its #1 category position and actually lengthening its edge on the competition.
Brand: Bud Light
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago
Sauza Gold aimed to break Cuervo's stranglehold on the standard tequila segment by offering the trade a long awaiting choice. The "Body Shots" campaign positioned Sauza Gold as the sensual tequila by leveraging familiarity of the body shots phenomenon and coupling it with the artistic richness of black and white photography. The goals, and subsequent results of this campaign, were to grow volume in Texas gain the support of the trade in stocking and promoting Sauza Gold, supplant Cuervo from key accounts and events and to energize the sales force and trade about the Sauza Gold brand.
Brand: Sauza Gould
Client: Domecq Importers, Inc.
Agency: Cliff Freeman & Partners