Beverages - Alcohol

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

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1996 SILVER

Make It A Bud Light

The "Make It A Bud Light" campaign's depiction of the funny lengths people will go for a Bud Light delivers on two key consumer criteria: entertainment and relevance. The use of relatable (yet humorously over-the-top) situations/characters allows consumers to associate with the advertising and project themselves into each commercial scenario. This creative enables Bud Light to maintain double digit sales growth within an industry that has had a negative average annual growth rate of -0.8 since 1990.

Brand: Bud Light
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago
Language: English

1996 BRONZE

Wave

In a steadily shrinking category, Bacardi Limon has made an enormous impact as a new clear spirit within its very short time on the market. As planned, it's growth has come from non-typical rum drinking occasions. Limon's growth has made it the most successful full-proof new product introduction in this decade! This is just the beginning...

Brand: Bacardi Limon
Client: Bacardi-Martini USA
Agency: Ammirati Puris Lintas
Language: English

1996 BRONZE

The Nature of Guinness

By tapping into the depth of Guinness drinkers' feeling about what they describe as the Guinness drinking experience, "The Nature of Guinness' campaign succeeded in cementing loyalists' relationship with the brand, and enticing trial among new drinkers. The brand achieved its objective of double digit growth through 1995, with sales in key advertised (high potential) markets outperforming the rest of the country. Consumer tracking data shows gains in awareness, trial and preference measures, again impressive in the high potential markets.

Brand: Guinness
Client: Guiness Import Company
Agency: Weiss, Whitten, Stagliano Inc.
Language: English