Beverages - Alcohol

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

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PROGRAM

1998 SILVER

Original Sin

With 20% market share and 0% share of voice, Sauza's Tres Generaciones represented an under leveraged, latent brand in the increasingly competitive super premium tequila market. With distribution in place, the marketing task now was to establish a strong consumer proposition that would expand the brand's presence and positioning beyond the spirits aficionado. Accordingly, a program was designed with event stature that was more than just advertising, focusing on both Tres' inherent tequila values and the premium nature of the brand.

Brand: Tres Generaciones Tequila Sauza
Client: Domecq Importers, Inc.
Agency: Weiss, Whitten, Stagliano Inc.
Language: English

1998 BRONZE

Kirin. The Secret Has Been Bottled Up Long Enough.

This campaign had no less of a goal than to save Kirin Beer from extinction in the U.S., as failure could drive Kirin management to withdraw its product from the United States. To achieve this remarkable objective required keen insight into the import beer drinker's psyche, dramatically new strategic thinking, an explosively impactful creative concept, and a media strategy and tactics that allowed Kirin to level the battlefield against competitors whose marketing budgets dwarfed Kirin's by as much as 20 to 1. Extensive developmental research and quantifiable pre-and post-campaign research helped document a remarkably successful marketing program.

Brand: Kirin
Client: Kirin Brewery of America LLC
Agency: Houston Helm and Company
Language: English

1998 BRONZE

The Captain Was Here

"The Captain Was Here" campaign used the beard and mustache icons with the theme line to develop a persona for the brand - bold, daring, adventuresome and above all fun. The campaign was successful in gaining share and driving case sale levels, exceeding goal by more than 2 times. This campaign has surpassed all of the sales goals for a second consecutive year.

Brand: Captain Morgan
Client: Seagram Spirits & Wine
Agency: Grey Global Group
Language: English