Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
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PROGRAM
1990 SILVER
What Are You Saving the Chivas For?
The "What are you saving the Chivas for?" campaign addresses the needs to stabilize Chivas Regal's volume decline and increase Chivas' share of market within the Foreign Bottled Scotch Whiskey Category. The campaign also addresses obstacles facing Chivas- increasing consumer perceptions of appropriate Chivas Regal usage occasions and consumer reticence in ordering the product in bars or restaurants due to fears of appearing pretentious.
Brand:
Chivas Regal
Client:
House of Seagram
Agency:
DDB Needham Worldwide, Inc.
Language:
English
1990 BRONZE
Hotlanta Needs The Cold One
The Miller Genuine Draft "Hotlanta Needs The Cole One" campaign was introduced in May 1989 to build awareness, trial, and preference of the brand and to make the brand a more socially acceptable choice among male beer drinkers in the market. The campaign associated the brand with the essence of the city by situating the product in recognizable local settings in the hands of contemporary young adults.
Brand:
Miller Genuine Draft
Client:
Miller Brewing Co.
Agency:
Backer Spielvogel Bates
Language:
English
1990 BRONZE
Savor the Taste of Time
After years of allowing this classic brand's image and sales to slowly erode, Pinch was re-launched in 1989 as a 15 year-old scotch with upgraded labels and packaging. The brand's main asset- its unique bottle shape- was maintained. As part of the re-launch, the new campaign, "Savor the taste of time" was created, which kept the focus squarely on the new product and packaging. The re-launch's goal was to restore the brand to its former glory in the mind of the consumer, thereby building share and sales despite a steadily declining category.
Brand:
Pinch
Client:
Schenley Industries Inc.
Agency:
Grey Advertising, Inc.
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
