Beverages - Alcohol

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

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2021 GOLD

Your Cousin From Boston

The challenge: to bring a forgotten beer brand back into relevance. After five straight years of declining beer sales in a saturated craft beer category, Sam Adams needed to get noticed again. We realized we could lean into the hard-to-ignore nature of Sam’s hometown: Boston. “Boston charm” was polarizing, in a good way. Your Cousin from Boston was born, and with him a campaign that helped Sam Adams double the number of young drinkers, reverse a five-year sales decline and create tons of buzz online, all within six months.

Brand: Samuel Adams
Client: The Boston Beer Company
Agency: Goodby Silverstein & Partners
Language: English

2021 BRONZE

Shockingly Responsible

To younger drinkers (21-34) who’d missed out the brand’s heyday in the 90s and 2000s, Absolut was just another party vodka on the shelf. But, appealing directly to this generation’s increasingly responsible drinking habits, we turned “Drink Responsibly” from a generic industry disclaimer to a GenZ aspiration for social good. By getting the audience to notice and connect with Absolut vodka in this way, we turned around years of consecutive volume decline into a turnaround year of 10% volume growth.

Brand: Absolut
Client: Pernod Ricard
Agency: BBH APAC
Language: English

2020 SILVER

Revitalizing the Spirit of Generosity

As whisky grows, Crown Royal set out to modernize the brand and capture a new and radically diverse generation of drinkers. Born as a premium gift for royalty, Crown Royal redefined status and wealth building on the insight - It's not what you have, it's what you give and how you give it. The 360 campaign was a roaring success in recruiting the next generation who believes live generously and life will treat you royally.

Brand: Crown Royal Whisky
Client: Diageo North America
Agency: Anomaly
Language: English