Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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2023 BRONZE
Long Live
Clos du Bois was struggling to recruit younger drinkers for two reasons. One, it was just another boring Chardonnay. Second, Chardonnay has an image problem: society thinks of it as an old person’s wine. We chose to embrace that reputation. Through our campaign, we helped destigmatize aging by celebrating badass, older people who love Chardonnay. Our effort won over younger and older audiences, and reversed a three-year decline by growing volume by 16.6%.
Brand:
Clos du Bois
Client:
E&J Gallo
Agency:
Ogilvy & Mather
Language:
English
2022 BRONZE
Corona Stages a Comeback with the “La Vida Más Fina” Campaign
Corona is the iconic Mexican beer, but even icons can falter. To return Corona to cultural glory and reverse declining Corona Extra sales, we needed a refreshed perspective. With America in an existential crisis, we searched Corona’s Mexican roots to find a universal truth more relevant than ever: No matter the circumstances, you can find happiness by choosing to change your outlook. Featuring wisdom delivered by Snoop Dogg, “La Vida Más Fina” was Corona’s most breakthrough work in a decade, fueling a comeback from declining sales to +4.6% growth.
Brand:
Corona
Client:
Constellation Brands
Agency:
MullenLowe
Language:
English
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
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
