Beverages - Alcohol

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

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2001 SILVER

Open Up

Facing a steady decline of market share since the mid 1980's, Bolla Wines of Italy was challenged to reverse the sales decline and increase brand value among consumers and the trade. Repositioning the brand as the "true and trusted Italian wine" and integrating the positioning throughout all communications sent sales soaring to an 18 percent increase, shattering the 1 million case mark, and leading Bolla to be named "Comeback Brand of the Year" by Beverage Dynamics Magazine.

Brand: Bolla
Client: Brown-Forman
Agency: Carmichael Lynch
Language: English

2001 BRONZE

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
Language: English

2001 BRONZE

Stay Pure

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.

Brand: Sauza
Client: Allied Domecq Spirits & Wines, USA
Agency: Bates USA
Language: English