Beverages - Alcohol

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

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2023 SILVER

What Number is Smaller—80 or 64?

ABInBev was set to launch Bud Light Next—a 0 carb beer in development for 10 years, which had the potential to forever change light beer—during Super Bowl 2022. Meanwhile Miller64 was facing a multi-year downturn that was getting faster. We had to restart our momentum but were dramatically outspent. So, we got scrappy and hired a mathematician to prove that—yes, 64 is smaller than 80. This simple math sparked a surge in awareness, sales velocity and impressions. We bead Bud Light Next at their own game—without a Big Game-sized investment.

Brand: Miller64
Client: Molson Coors Beverage Company
Agency: Mischief @ No Fixed Address
Language: English

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

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