Effie Worldwide

Beverages - Alcohol

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




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

Beringer Taste Station

Beringer needed a way to bring new consumers into the wine category and reverse declining category sales. So they asked themselves How do we make shopping for wine less intimidating and more educational? How do we navigate the challenging state-by-state sampling legalities? Those questions led Beringer to pioneer a shelf display that allowed shoppers to try a non-alcoholic sample of Beringer wine right at the point to best influence purchase, the shelf. Sales and shopper dwell time in the wine category increased double-digits. Now thats innovation you can taste.

  • Brand: Beringer
  • Client: Treasury Wine Estates
  • Agency: TWINOAKS

If We Made It

Newcastle had lost relevance in a category with more players than ever. With a shoestring budget and a No Bollocks attitude, Newcastle wanted to become the most talked about beer brand in the country by hijacking Super Bowl conversation. How? By overhyping the Super Bowl ad we almost made, with teasers, trailers, focus groups, interviews with celebrities who wouldve starred, and an epic storyboard version of the ad we almost made. Two weeks, 10 million views, 600 media stories, 1.1 billion impressions and increases in awareness, consideration, trial and usage.

  • Brand: Newcastle Brown Ale
  • Client: Newcastle Brown Ale, Heineken USA
  • Agency: Droga5
2017_na_2017_e-2210-095_hero_1 Henry's Hard Soda “Live Hard-ish” Campaign
2017_na_2017_e-1586-319_hero_1 Michelob ULTRA Workout. Go Out.
2017_na_2017_e-1270-065_hero_1 Modelo Especial The Fighting Spirit


To browse winners in this category from previous years