Beverages - Alcohol

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

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2005 SILVER

Three Little Words

How do you grow a badge brand like Heineken in places where the badge has little meaning? We need to think outside the box - or in this case, the bar. But to do this, we could not rely on Heineken's badge value. We needed to truly tap into their emotional connection to -- and drive for--this brand. Our campaign depicted how guys will do just about anything for a Heineken, as a way to have them rethink its relevance in at-home occasions. Three little words, "I love you" spoke to their hearts - and created a thirst for the Heineken brand. In the process, we took a bite out our key competitor, Corona, and hit them where it hurt- Miami, LA and NY.

Brand: Heineken
Client: HEINEKEN USA
Agency: Publicis New York
Language: English

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