Summary
This global campaign for Havana Club repositioned the Cuban rum as a "hot" brand in order to increase sales volumes and market share against the market leader, Bacardi. After identifying a lack of saliency, Havana Club embarked on a strategy to market itself as a Cuban cultural icon, by aligning its brand with Cuban music via a feature film, art projects and paid for media including television, consumer magazines and digital. It enabled people to experience Cuban culture through The Havana Club Mojito Embassy, a pop up bar where people experience making their own authentic Cuban mojito. As evidence of its success, this campaign cites results from the Germany, the UK, France, Italy, Canada, Mexico and Belgium, including increased share and sales.

Summary
This campaign for Bundaberg Red, an Australian rum brand owned by Diageo, reversed declining value growth caused by drinkers turning to bourbon whiskey. As well as the increased competition, Bundaberg was not seen as a premium spirit, yet had a premium price. The brand needed to reconnect with those who had previously loved Bundaberg, aged 25-45, and get into the consideration set of 18-22 year-old adopters. The creative approach was through demonstrating the cruelty of the natural world, where there are several animals who possess the sensory capability to fully appreciate Bundaberg Red, but it is only human who get to drink it, despite being ill equipped to enjoy it in full. TV, radio and print was used in conjunction with social media channels to reach both target groups. As a result, Bundaberg improved its brand image, and trial and regular consumption increased for both target groups.

Summary
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy category users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.

Summary
This case study describes the approach developed by Diageo, the drinks group, to create a platform and branded content to encourage elite Asia Pacific consumers in the luxury whisky market to engage with a new variant of Johnnie Walker, Diageo's upmarket whisky brand. The variant being launched was "Odyssey", a rare triple malt which was part of the "prestige" offering positioned at the high end of Johnnie Walker's portfolio. In order to mark the variant's launch, Diageo decided to commandeer a luxury yacht, refit it with branded materials and bring this experience to multiple ports in the Asia Pacific region. The voyage was then used as the occasion for a series of parties and dinners with high net worth individuals, celebrities and influencers, and filmed content was created to broadcast digitally and via media partnerships. In its section on the campaign's performance, this case cites the coverage of the journey created over paid, owned and earned media, as well as the content created and the value of the one-to-one contacts with elite individuals produced by the voyage.

Summary
This case study describes the drinks group Diageo's programme, World Class, which includes an on-trade training programme and a mixology competition designed to transform drinking experiences and elevate the craft of the bartender. Participation in the program included an invite to enter the competition. The best bartender from each country was taken to the global final to face a panel of industry judges and compete to become World Class Bartender of the Year. This paper describes how Diageo shifted its target from the drinks trade to consumers, and partnered with a production company to film the competition for television. This was supported by digital and in-market activations to increase consumers' access to and understanding of fine drinking experiences. It cites the impact on trade accounts, brand sales and the media reach created by this campaign as evidence of its success.

Summary
The rum producer Angostura needed to refresh the design and branding of its super-premium 1824 variant to justify its high price point and bring its identity closer into line with the company's other rums. Focusing on the bottle itself, the design solution took key recognisable elements from the standard Angostura range such as the neck and shoulder profiles and applied them to a bespoke decanter-like bottle with a heavy glass base. The typography and the logotype from the standard range was utilised to ensure consistency and control cost, but also served to tell the story of the brand's history and provide premium cues. A secondary pack tube was also created in a simple bespoke shape to give standout, build differentiation and illustrate 1824's super-premium status. The redesign delivered a 35% ROI within 8 months, value sales increased 66% and volume sales increased 44%.

Summary
Wiser's DeLuxe, a longstanding brand in the declining Canadian whisky market, needed to engage younger urban males without alienating its core older consumer. The brand decided to own the research-driven insight that all men admired those who were uncompromising, which it brought to life by the 'Widerhood', a community of men bound by attitude rather than age. This was launched via a multi-channel campaign featuring traditional and digital channels as well as sponsorships and other activations. Sales grew 8.5% over three years, when the overall whisky category declined 5.7%.

Summary
This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research. Mobile’s key attributes in this regard are: being always on, intrinsically social and available any time. Recommendations on how best to integrate a mobile community into multi-methodology research are suggested. Equally, it offers best practice ideas for using mobile communities to get a quick gauge of the likely success of creative campaigns.

Summary
Discover top online video advertising strategies for the alcoholic drinks sector in this document with cases from Johnnie Walker (Malaysia), Heineken (Thailand), Eristoff (Spain) and Ardbeg (UK).

Summary
Discover top in-store marketing strategies for the alcoholic drinks sector in this document with cases from Thwaites (UK), Andes(Argentina), James Ready (Canada) and Ardbeg (global).