Beverages - Alcohol
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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
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
FINALISTS
Harbin
Harbin The Beer Bench
Diageo México Buchanan´s Two Souls
Buchanan’s Two Souls®: La unión de dos grandes
Michelob ULTRA
Michelob ULTRA McENROE vs. McENROE
