Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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PROGRAM
1990 SILVER
Right Beer Now II
The Coors Light "Right Beer Now II" campaign aimed to dramatically increase the brand's rate of growth (already well above the average for the light beer category) by dramatizing that Coors Light is "the beer for these times." Targeting both men and women beer drinkers who've become increasingly conscious of their desire to experience the social benefits of alcohol consumption without the loss of control, the campaign features active, fit young adult beer drinkers enjoying the natural refreshment of Coors Light beer...the one that won't "slow you down." Part of this brand's effort was the beer industry's only major brand-specific responsible-drinking advertising.
Brand:
Coors Light
Client:
Coors Brewing Company
Agency:
Foote, Cone & Belding/Chicago
Language:
English
1990 SILVER
What Are You Saving the Chivas For?
The "What are you saving the Chivas for?" campaign addresses the needs to stabilize Chivas Regal's volume decline and increase Chivas' share of market within the Foreign Bottled Scotch Whiskey Category. The campaign also addresses obstacles facing Chivas- increasing consumer perceptions of appropriate Chivas Regal usage occasions and consumer reticence in ordering the product in bars or restaurants due to fears of appearing pretentious.
Brand:
Chivas Regal
Client:
House of Seagram
Agency:
DDB Needham Worldwide, Inc.
Language:
English
1990 BRONZE
Hotlanta Needs The Cold One
The Miller Genuine Draft "Hotlanta Needs The Cole One" campaign was introduced in May 1989 to build awareness, trial, and preference of the brand and to make the brand a more socially acceptable choice among male beer drinkers in the market. The campaign associated the brand with the essence of the city by situating the product in recognizable local settings in the hands of contemporary young adults.
Brand:
Miller Genuine Draft
Client:
Miller Brewing Co.
Agency:
Backer Spielvogel Bates
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
