Beverages - Alcohol

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

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1997 GOLD

The Penguin Campaign

Bud Ice Languished in 1995 because its "icy" advertising imagery was virtually indistinguishable from the icicles and snowdrifts used by most other "ice" beers. But in the first half of 1996, Bud Ice achieved remarkable gains in advertising awarness and imagery, as well as a 12% sales increase despite sluggish performance in the "ice" beer category overall. These improvements resulted from the Penguin campaign, which uses "pop culture" classics as settings for the antics of a mischievous penguin. Inspired by consumer descriptions of Bud Ice as the "renegade cousin" of the Budwiser family, the cuddly Penguin terroizes human beings in his relentless quest to get their Bud Ice, proving that Bud Ice is so good even a Penguin will go to crazy extremes to get some.

Brand: Bud Ice
Client: Anheuser-Busch, Inc.
Agency: Goodby, Silverstein & Partners
Language: English

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