Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2018 SILVER
Hangar 1 Fog Point
How does a local Alameda, CA, craft vodka brand break through the saturated spirits market in the U.S., in the middle of the state’s worst drought in history? With a low budget and the goal of positioning itself as a local vodka, Hangar1 found opportunity within adversity, using the Bay Area’s most representative icon to create the first liqueur made from fog: Hangar 1 Fog Point. Incredible awareness rates, millions of impressions on broadcast and social media, and billions of dollars in ROI were generated by this foggy vodka.
- Brand: Hangar 1 Fog Point
- Client: Proximo Spirits
- Agency: ACHE
2018 BRONZE
Fighting Spirit Stories
Modelo has been successful by growing with core Hispanic consumers. However in 2016, we were approaching the end of that runway. To further grow, we needed to drive penetration with a new audience and not alienate our core Hispanic brand lovers. To do that, we identified a compelling, unifying and culturally relevant insight that grew the brand with new audiences while maintaining loyalty with Hispanic brand lovers. How? By proving that even in today’s divided America, it doesn’t matter where you come from, it matters what you’re made of.
- Brand: Modelo
- Client: Constellation Brands
- Agency: Ogilvy
2016 SILVER
I Am Rich
How do you reinvent a fondly remembered but frequently forgotten, 112 year old beer brand that is in decline to the millennial generation? By recognizing that their pursuit of the good life was not circumscribed by the money that they had in their bank but more by surrounding themselves with the people, places and things that were honest and grounded. This different take on the most praised, coddled generation led to the iamrich campaign that returned the brand to positive growth for the first time in 5 years.
- Brand: Miller High Life
- Client: MillerCoors
- Agency: Leo Burnett/Arc
FINALISTS
SweetWater Brewing Company
Where There's Water, There's SweetWater
Corona Extra
Corona Gets Its Lime
Henry's Hard Soda
Live Hard-ish Campaign
To browse winners in this category from previous years