or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Drink and beverage
Leisure and entertainment
Household and domestic
IMC Awards (European)
Gale classic cases (US)
Date: newest first
Date: oldest first
Murphy's: When it rains it pours
Integrated Marketing Communications Council Europe, Gold, Integrated Marketing Communications Council Europe, November 2013
This case study describes a campaign in Ireland by Murphy's, the beer brand owned by Heineken, which used a mobile phone app to target men aged 25-35.
This case study describes a campaign in Ireland by Murphy's, the beer brand owned by Heineken, which used a mobile phone app to target men aged 25-35. Brand sales had suffered due to economic pressures and changing consumer habits. Using an idea from competitor Budweiser - an app which meant beer got cheaper as the weather got hotter - Murphy's developed an app that allowed users to claim a free drink whenever it rained. The company was able to piggyback on Budweiser's campaign with an app that was more relevant to people in Ireland. The app was supported by a social media listening and responding strategy to ensure queries were responded to quickly.
The Bulmers Way
Integrated Marketing Communications Council Europe, Silver, Integrated Marketing Communications Council Europe, November 2013
This case study describes a mobile campaign in the UK by Bulmers, the cider brand owned by Heineken, which emphasised quality.
This case study describes a mobile campaign in the UK by Bulmers, the cider brand owned by Heineken, which emphasised quality. Brand tracking scores revealed that Bulmers lagged behind competitors on 'quality' and 'worth paying more for'. The company developed a 'perfect serve' campaign across mobile and traditional media, with simple visual steps. The mobile app also served as a ratings platform, advising other drinkers which venues served the drink well.
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Desperados, a beer brand owned by Heineken, which targeted young people aged 18-25.
This case study describes a campaign by Desperados, a beer brand owned by Heineken, which targeted young people aged 18-25. An online and social media campaign had been established, and this direct mail campaign was used in addition to this. Bloggers thought to be influential in this category were targeted by email and invited to a brand party. As a result of the campaign 96% of the influencers attended and 73% covered it on their blog.
Boundary Road Brewery: The Resident
The Communication Agencies Association of New Zealand, Gold, New Zealand Effie Awards, 2013
This case study describes an entirely-online campaign by Boundary Road Brewery, a craft brewery in New Zealand, which gained credibility and interest in a product that had not been created.
This case study describes an entirely-online campaign by Boundary Road Brewery, a craft brewery in New Zealand, which gained credibility and interest in a product that had not been created. Boundary Road Brewery was doing well but feared that in the competitive craft beer market its success might begin to count against it; this campaign sought to ensure the brand stood out. The idea was to create a new craft beer in association with a brewer from abroad, who would visit New Zealand, learn about New Zealand's craft brewing, and create a new product from New Zealand's raw materials. The campaign began with the ad being placed for a brewer, continued through the selected brewers' journey around New Zealand and the development of three new products, and then built anticipation for further similar journeys. The recruitment ad gained significant attention, and creative content resulted in engagement online, including sharing through social media.
Taiwan Fruit Beer: Mom's Catered Banquet Dish
Ashley Hsieh and Winnie Lee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Taiwan Beer to launch a new Taiwan Fruit Beer brand by holding a real life and virtual event.
This case study describes a campaign by Taiwan Beer to launch a new Taiwan Fruit Beer brand by holding a real life and virtual event. The 'Taiwan fruit Beer Banquet' event sought to establish the brand as the drink of choice for meals with friends. The campaign also included a virtual banquet event where consumers were encouraged to invite friends to join them for dinner. Half a million people participated in the virtual event and Taiwan Fruit Beer gained a 5% market share in one month.
Mahou-San Miguel: Which colour is Madrid?
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes a campaign by Mahou-San Miguel, a Spanish beer brand, which used a location based mobile app as part of the sponsorship of two football teams.
This case study describes a campaign by Mahou-San Miguel, a Spanish beer brand, which used a location based mobile app as part of the sponsorship of two football teams. The brand sponsored Madrid's two biggest football teams, and so created a mobile app which allowed supporters to 'check in' to different parts of the city and answer quiz questions. A competitive element encouraged participation, as supporters battled to 'colour' Madrid for their team. Over 36 million impressions were gained, with 300,000 microsite hits.
Victoria Bitter: Reviving a once loved Aussie icon
Matt Kingston and Mike Derepas, The Communications Council, Gold, Australian Effie Awards, 2013
This case study discusses how Victoria Bitter, the Australian beer brand, began to rebuild the brand's image.
This case study discusses how Victoria Bitter, the Australian beer brand, began to rebuild the brand's image. After 11 years of decline, many saw Victoria Bitter as a lost cause and a tired symbol. Australian men were drinking less beer, and the beer they were drinking was more international, more premium, and perceived to be more interesting. By publicly apologising for some unpopular decisions and by reinterpreting and reigniting the brand's lost values, Victoria Bitter earned back respect and returned to growth for the first time in a decade.
Corona: Let the World Wait
Robin Nayak and Vu Nguyen, Warc Prize for Asian Strategy, Silver, 2013
This case study describes a campaign by Corona Extra, the export beer brand, to 'Let The World Wait' across 14 markets in Asia.
This case study describes a campaign by Corona Extra, the export beer brand, to 'Let The World Wait' across 14 markets in Asia. Competing with beer brands that capitalised on a status-driven lifestyle, Corona had to create distinction in a same-same category to gain market share. Corona revealed the paradox that young, ambitious drinkers were constantly facing: a hunger to win the race for more, while still craving a more 'authentic' and simple lifestyle. The campaign gave people more time to spend on the things that really mattered. As a result of the campaign, regional distributors surpassed their sales targets and the brand experienced a faster growth rate than the entire Asian beer industry in 2012.
Tiger Beer: Blue Christmas
Abhijit Das, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Tiger Beer reinvented Christmas in Vietnam to engage a young adult audience.
This case study describes how Tiger Beer reinvented Christmas in Vietnam to engage a young adult audience. Tiger "reinvented" Christmas, with digital light painting e-cards replacing traditional Christmas cards, Santarina angels handing out Tiger Beer in bars instead of presents, and two huge rock concerts. These all gave young adults the excuse they needed to go out and celebrate rather than stay at home with their families. This non-traditional approach to communications drove record sales growth during the 2012 festive season, with sales up 72% against a target of 20%.
Monteith's Crushed Cider: Sorry about the twigs, folks
Cannes Creative Lions, Creative Effectiveness Lions, 2013
Monteith's Cider successfully differentiated itself from category rivals in New Zealand with this campaign, which used the brand's heritage to position it as a high-quality choice.
Monteith's Cider successfully differentiated itself from category rivals in New Zealand with this campaign, which used the brand's heritage to position it as a high-quality choice. The key quality differentiator between Monteith's and rivals - it used freshly-crushed apples and pears, not fruit syrup - was highlighted by putting twigs in the Monteith's 12-pack boxes. After these twigs sparked social media, radio and newspaper buzz, Monteith's launched a nationwide "apology" for the twigs - an apology that was repeated on billboards and stickers on packs with a fake warning that the boxes may still contain twigs. Monteith’s Cider volume grew by 43% during the campaign period, when compared to the previous year.
YOU ARE IN THE WARC INDEX:
Drink and beverage
Beers, lagers, stouts, cider
Drink and beverage
Coffee, tea, hot drinks
Drink industry, market
Non-alcoholic, soft drinks
Pre-mixed spirits, alcopops
Laws and ethics
Alcoholic drinks advertising
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc