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Giving Johnnie Walker an ongoing cultural voice in China
Charles Wigley, Finnian O'Neill and Jonathan Koh , Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Johnnie Walker, the Whisky brand owned by Diageo, which used events in China to maintain a brand presence between major advertising campaigns.
This case study describes a campaign by Johnnie Walker, the Whisky brand owned by Diageo, which used events in China to maintain a brand presence between major advertising campaigns. The campaign anticipated three key events where the brand message 'Keep Walking' could fit into the conversations people were having. This approach maximised budget by using videos published online to generate 'buzz', aided by paid online advertising and seeding via key opinion leaders.
Devil's Cut: How we made the launch of an innovative new bourbon as effective as hell
Tom Donald & Damian Pincus, The Communications Council, Bronze, Australian Effie Awards, 2013
This case study describes the launch of Devils' Cut, a new bourbon whiskey from Jim Beam, in Australia.
This case study describes the launch of Devils' Cut, a new bourbon whiskey from Jim Beam, in Australia. The challenge of this launch was the already cluttered market. The campaign focussed on a simple metaphor 'twisting the barrel to squeeze out the trapped bourbon' to explain what was interesting about Devil's Cut. The launch beat every sales target, delivered an ROI of 2.5, won an award for the most successful alcohol launch of 2012, and was imported to the US where it lifted sales.
Vat 69: Vat Man
Kanishk Kabiraj, Warc Prize for Asian Strategy, Bronze, 2013
This case study describes a campaign in India for Vat 69, a Diageo-owned Scotch whisky, which sought to improve the brand's image amongst younger consumers.
This case study describes a campaign in India for Vat 69, a Diageo-owned Scotch whisky, which sought to improve the brand's image amongst younger consumers. Once a powerful symbol of rugged cool, Vat 69 had failed to keep step with a rapidly changing India. It was imperative to make the brand cool again, and drive affinity and relevance with today's Scotch drinker. Vat 69 decided to stop being insecure about its past as a Bollywood smuggler's choice of Scotch. Instead, Vat 69 created the Vat Man: an all-man, larger-than-life, over-the-top central character who paid homage to the Bollywood villain of yesteryear who made Vat 69 iconic in the first place. The result: putting Vat 69 back on the path to national iconicity drove brand affinity, distinctiveness and popularity.
Baileys: Cream with Spirit
Suzzane Zhang, Heather Alderson and Andy Edwards, Warc Prize for Asian Strategy, Silver, 2013
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand.
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand. Drinking alcohol is still a social taboo for women in China but, with the influence of western culture and new lifestyles, they are starting to engage in social drinking. However, women remain concerned about the image that this creates, which is a a challenge for all alcoholic drinks brands targeting women. The core campaign idea was to position Baileys as 'Cream with Spirit', aligning it with modern Chinese women.
Havana Club: Nothing compares to Havana
Cannes Creative Lions, Creative Effectiveness Lions, 2013
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.
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.
Bundaberg Red Rum: As smooth as life is rough
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Bundaberg Red, an Australian rum brand owned by Diageo, reversed declining value growth caused by drinkers turning to bourbon whiskey.
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.
John Walker & Sons Voyager
Cleo Smeeth, Sabrina Viegas, Warc Prize for Innovation, Entrant, 2013
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.
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.
Diageo: World Class
Rachel Chan and Louise McGuane, Warc Prize for Innovation, Entrant, 2013
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.
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.
Design Business Association, Gold, Design Effectiveness Awards 2013
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.
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%.
Wiser's DeLuxe Canadian Whisky: The Wiserhood
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Wiser's DeLuxe, a longstanding brand in the declining Canadian whisky market, needed to engage younger urban males without alienating its core older consumer.
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%.
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