Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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PROGRAM
1997 SILVER
Make It A Bud Light
In a category with a shrinking consumer base and annual sales declines throughout the "90"s, Bud Light was challenged to do the impossible. Continue double-digit growth for a fifth straight year while increasing the popularity and appeal of the five-year old Make It A Bud Light Campaign. This despit the introduction of over 900 new breweries and craft beers since 1991. By acknowledging two key consumer insights in the advertising---relevance and entertainment--and depicting the "Great Lengths"people will go to for a Bud Light, the brand appealed to consumers with the popular I Love You, Man advertising and achieved the goal of double digit growth.
Brand:
Bud Light
Client:
Anheuser-Busch, Inc.
Agency:
DDB Chicago
Language:
English
1997 BRONZE
Here's To Each and Every Day
Sutter Home had been very successful with White Zinfandel in the 1980's but by 1994, America's palate had moved on to more complex, premium varietals. Sutter Home needed to gain sales and share in the new premium wine market and shift its image from "pop wine" to a full range of high quality, but approachable, wines. During the "Here's to Each And Every Day" campaign, Sutter Home's sales, volume and share growth far outpaced the market. The campaign also shifted consumer perception of the brand toward higher quality and everyday appropriateness.
Brand:
Sutter Home Wine
Client:
Sutter Home Winery
Agency:
Goodby, Silverstein & Partners
Language:
English
1996 GOLD
Already Ready Already
The broad objective of the campaign was to successfully introduce Tropical Freezes, a new line of blended freezer cocktails, into the marketplace. Specifically, the goal was to meet or to exceed the successful 1994 market results in terms of sales projections, brand awareness, trial, and distribution.
Brand:
Tropical Freezes
Client:
Brown-Forman
Agency:
Altschiller & Company
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
