Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
The launch of Rainier Special Dry in Seattle was almost thwarted at the eleventh hour by a decisions by Anheuser-Busch to launch Michelob Dry nationally the same week. The "Dry Season" campaign for Rainier Special Dry successfully generated curiosity, excitement and trial for the new product, blunting the impact of the Anheuser-Busch launch and ensuring that initial sales forecasts were met and exceeded.
Brand: Rainier Special Dry
Client: Rainier Brewing Company
Agency: Chiat/Day/Mojo Inc. Advertising
Right Beer Now II
The Coors Light "Right Beer Now II" campaign aimed to dramatically increase the brand's rate of growth (already well above the average for the light beer category) by dramatizing that Coors Light is "the beer for these times." Targeting both men and women beer drinkers who've become increasingly conscious of their desire to experience the social benefits of alcohol consumption without the loss of control, the campaign features active, fit young adult beer drinkers enjoying the natural refreshment of Coors Light beer...the one that won't "slow you down." Part of this brand's effort was the beer industry's only major brand-specific responsible-drinking advertising.
Brand: Coors Light
Client: Coors Brewing Company
Agency: Foote, Cone & Belding/Chicago