Subject Index
 

With over 260 new vodka brands being launched in the US over a four year period, Svedka wanted to stand out in a cluttered market. In an effort to achieve this, its marketing goal was to create a tota ...

This 2000-06 campaign for Bundy (Bundaberg Rum) focused on its trademark character, the Bundy Bear (the mate every Australian man wants to have), which through advertising became the personification o ...

Malibu is one of the fastest growing spirits brands in the UK, but statistics showed it was losing saliency, particularly amongst women aged 18-24. Increasing relevance and credibility amongst this gr ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, ...

In 2001 Absolut vodka unveiled "Absolut Director," an online application that allowed visitors to make short films. This was targeted at 21- to 40-year-old drinkers. Industry analysts are split over w ...

V&S Vin & Spirit AB’s Absolut Vodka became the best-selling imported vodka in the United States and captured a sizable portion of total vodka sales largely because of the innovative and popular print ...

United Distillers and Vintners of North America initiated an advertising campaign for Stolichnaya vodka, using contemporary Russian art to halt a sales decline. The article also discusses Stolichnaya ...

William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the US market. 1997 UK research demonstrated whisky was perceived as a dr ...

Diagio plc’s Johnnie Walker "Keep Walking" was refreshed in 2000. The print and outdoor theme, aimed at urban men aged 25 to 34, was an unconventional success. Logo awareness rose from 23% to 50%, on ...

The 1999-2006 campaign to revitalise Johnnie Walker, and turn it into a global icon brand, was based on the image of the striding man, which links the brand with the universal desire to progress. 'Kee ...

In 2004, Lithuania's vodka market was dominated by five mainstream brands with around 60% of market share. The third ranked vodka producer, Vilniaus Degtine (and their owner, Belvedere) decided to int ...

In 1996 Famous Grouse whisky, the UK distiller, was facing a crowded and competitive market, characterised by a 36% drop in volume sales over 16 years, a declining number of whisky drinkers, and matur ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

This short paper details a multi-media campaign at the main Italian beach resorts to inform 18–25 year olds about the new brand positioning of Artic vodka. The target audience were invited to taste th ...

Pampero, a Venezuelan brand of rum, only had active markets in Belgium, Italy, Spain and Venezuela, and, as this brief case study shows, this campaign sought to persuade Diageo Rum Brand Managers glob ...

In Ireland, research showed that 80% of consumers did not differentiate between vodka brands, and bar owners were suffering following the introduction of the smoking ban. This brief study shows how th ...

ABSOLUT CUT, a new vodka premix, was being launched in the ANZ market. The product was housed in a clear 330ml bottle with distinctive 'cuts' etched into the glass, and was 5.5% alcohol, lower than it ...

Baileys liqueur “Let Your Senses Guide You” advertising campaign through JWT repositioned the brand as a main drink to be enjoyed with friends from the consumer perception of a drink to be enjoyed on ...

In 1993, Phillips Union, the US distillers, launched Revolution smooth as a new type of smooth blended whisky, aimed at novice whisky drinkers in eight key US states. The paper outlines how celebrity ...

Glen Catrine, a successful Scottish drinks manufacturer, was suddenly faced with the need to change the name of their flagship brand after almost 50 years. In the course of a few weeks they mounted a ...

The Johnnie Walker 'Keep Walking' campaign was created to catapult the Johnnie Walker brand out of the clichés of scotch category with its corresponding volume decline, and into the broader realm of c ...

A celebration of fifty years of marketing and advertising for Jack Daniels Tennessee Whiskey (Brown-Forman Beverages Inc.). Jack Daniels (a real person) began distilling in 1866 in Lynchburg, Tennesse ...

The Latin Quarter Campaign has created dramatic sales growth across markets for Bacardi Carta Blanca rum by repositioning the brand away from its old fashioned 'beach holiday image', reinventing it as ...

By celebrating Canadian Club's difference from its competitors, advertising enabled this spirit to enjoy unprecedented success in the Australian dark spirits market. Canadian Club's advertising was so ...

The overall objectives of this campaign were to develop appeal and increase sales in Europe while maintaining its iconic status. The creative strategy is based on continuity, building an emotional bon ...

Global campaign for Johnnie Walker whisky, developing the successful `Keep Walking' concept which associated the brand with progress towards aspirations. Extensive research in several countries (descr ...

Following the success of its (Scottish IPA Gold-winning) 'Legend' campaign, which focused on building the Legend expression, Bowmore was on the brink of launching a new campaign in 2002 to evolve the ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

This paper describes the marketing of a rare single cask Ardbeg single malt whiskey purely on-line with no other form of distribution. The objective was to stimulate website activity and increase memb ...