Beverages - Alcohol

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

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2005 SILVER

Keep Walking

The Johnnie Walker "Keep Walking" campaign was created to catapult the Johnnie Walker brand out of the cliches of scotch category with its corresponding volume decline, and into the broader realm of cultural relevance. By engaging the target consumer in a dialogue about the true meaning of personal progress, Johnnie Walker was able to connect with the lifestyle and mindset of young men in transition. The "Keep Walking" campaign dramatically exceeded expectations by grabbing the target's attention and driving double digit gains in awareness of the Striding Man, while simultaneously significantly increasing the brand's association with the intended key brand benefit, personal progress.

Brand: Johnnie Walker
Client: Diageo
Agency: BBH New York
Language: English

2005 SILVER

Three Little Words

How do you grow a badge brand like Heineken in places where the badge has little meaning? We need to think outside the box - or in this case, the bar. But to do this, we could not rely on Heineken's badge value. We needed to truly tap into their emotional connection to -- and drive for--this brand. Our campaign depicted how guys will do just about anything for a Heineken, as a way to have them rethink its relevance in at-home occasions. Three little words, "I love you" spoke to their hearts - and created a thirst for the Heineken brand. In the process, we took a bite out our key competitor, Corona, and hit them where it hurt- Miami, LA and NY.

Brand: Heineken
Client: HEINEKEN USA
Agency: Publicis New York
Language: English

2005 BRONZE

Washboard

Due to its dark appearance and strong taste, Guinness has labored under the myth that its a heavy beer. Not only has this misperception prevented consideration from the light beer drinker, it has limited consumption against the occasional Guinness drinker as well. Thus, the marketing challenge was to release the important calorie news in a voice that reflected the lofty position of the brand. The highly successful "Washboard" OOH campaign not only met and surpassed the objectives of increasing overall volume, market share, ROS, and perception measures for the brand, but the calorie message has been incorporated in the highly acclaimed "Brilliant" TV campaign to establish awareness and continuity in the broadcast medium.

Brand: Guinness
Client: Diageo
Agency: BBDO
Language: English