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1.
Magners Irish Cider - The Magners Effect: how Magners single-handedly re-invigorated the cider category
Martyn Stokes, Simon Jenkins and Mark Nolan, Institute of Practitioners in Advertising, Best New Client, Best Idea & Silver, IPA Effectiveness Awards, 2007
In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...
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609 times
2.
Schell's Dark Beer: Schell's Dark. A Beer Facing Extinction
New York American Marketing Association, Silver, David vs. Goliath, EFFIE Awards 2007
Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...
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188 times
3.
Tui - River
Communication Agencies Association of New Zealand, Silver, Advertising Effectiveness Awards 2007
Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...
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97 times
4.
Lion Nathan Australia - Good as gold: How a long-term strategy about four mates and a dog paid big for XXXX Gold
Fabio Buresti, Advertising Federation of Australia, Gold, Advertising Effectiveness Awards, 2007
This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from ...
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219 times
5.
Laphroaig - Friend get Friend
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
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 ...
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37 times
6.
Berentzen - Hand Cart Promotion
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
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, ...
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17 times
7.
Heineken - The Dutch Secret Weapon
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2007
The Dutch beer market is a highly competitive sector, particularly during the World Cup, when all of the major brands try and appeal to football fans. Heineken wanted to develop a promotional campaign ...
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48 times
8.
V & S Vin & Sprit AB: Absolut Director campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1729-1737
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 ...
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122 times
9.
V & S Vin & Sprit AB: Absolut Print campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1729-1737
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 ...
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115 times
10.
United Distillers and Vintners of North America: Russian Art campaign
William Baue, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1705-1708
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 ...
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54 times
11.
SABMiller plc: Low Carb campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1449-1455
In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...
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116 times
12.
SABMiller plc: Miller High Life campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1449-1455
For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...
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81 times
13.
The Rheingold Brewing Company: Rheingold Beer campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1421-1424
Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...
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49 times
14.
Pabst Brewing Company: Remember Rainier campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1245-1248
Rainer beer, owned by Pabst Brewing, was a local brand in the US Pacific Northwest facing declining sales. In 2004, Pabst spotted an opportunity to target new consumers – young people looking for auth ...
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36 times
15.
Miller Brewing Company: Miller High Life Man campaign
Robert Schnakenberg, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1017-1025
In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...
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58 times
16.
Miller Brewing Company: Miller Lite's Miller Time campaign
William Baue, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1017-1025
In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...
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47 times
17.
Labatt USA: Rolling Rock Ads campaign
Robert Schnakenberg, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.867-870
In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...
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39 times
18.
InBev USA: Grab A Rock campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.759-762
After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...
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41 times
19.
Heineken USA Inc.: It's All About The Beer campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.705-708
In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking. It needed to connect with 21 to 35 year olds while maintaining its r ...
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144 times
20.
William Grant & Sons Ltd.: Single Malt campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.683-686
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 ...
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63 times
21.
Foster's Group Limited: How To Speak Australian campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.569-573
Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...
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135 times
22.
Diageo plc: Not Everything In Black And White Makes Sense campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.423-429
In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...
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143 times
23.
Anheuser-Busch Companies, Inc.: Beer … Or Michelob? campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
In a bid to differentiate Michelob beer from a confusing range of super-premium, and microbrewery brands flooding the US, Anheuser-Busch increased its advertising budget from $17 million (approximatel ...
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30 times
24.
Anheuser-Busch Companies, Inc.: Whassup?! campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
In 1999, Anheuser-Busch had the two best-selling beers in the US and more than double the market share of any competitor. Despite a decade-long decline in sales, Budweiser, its flagship brew, remained ...
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78 times
25.
Anheuser-Busch Companies, Inc.: Real American Heroes/Real Men Of Genius campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
This paper describes how the Budweiser brand image was updated to appeal to a new generation of beer drinkers. Building on the success of irreverent, ironic humor in communicating Budweiser’s brand v ...
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40 times
26.
Anheuser-Busch Companies, Inc.: Oh, And Beware Of The Penguins campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the US in 1995. An ad campaign featuring sinister penguins allowed the brand to reach across race and gender line ...
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33 times
27.
Anheuser-Busch Companies, Inc.: Louie The Lizard campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
Keeping a successful campaign fresh is difficult. It was a problem faced by US beer brand Budweiser, which had run a very popular series of ads featuring animatronic frogs that had tripled consumer aw ...
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34 times
28.
Anheuser-Busch Companies, Inc.: I Love You, Man campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
In the mid-1990s, alcohol consumption amongst key US consumers aged 21 to 30 declined and Bud Light was particularly affected. A new ad campaign was launched to appeal to a generation of young men rai ...
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58 times
29.
Anheuser-Busch Companies, Inc.: Frogs campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.105-130
This paper describes how Budweiser responded to the move from US consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries. The number of twenty one to ...
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55 times
30.
Department of the Environment (Northern Ireland) - Anti drink-drive campaign
Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2006
This paper discusses the anti-drink-driving campaign for the Department of the Environment, Northern Ireland, from 1995-2006. The target throughout the campaign was all drivers who drink alcohol, and ...
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68 times
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