Warc index
 

Previous pageNext pagePage 1 of 4

Main Index Categories
> Case Studies (30058)
> By target group (4311)
> Product use: Drinkers (98)
-----------------------------------------
all[100]papers[4]cases[96]news[0]classics[0]
Sort by:
 Date      Most read
Narrow by:
Search within results:
Start searching...
Reset search

Print  |  Email  |  Add to My Folder
My preferred format is HTML  |  Change to PDF


Award-winning case study
1.
Canadian Club Whisky - damn right
ARF Ogilvy Awards, Beverages and Alcohol, Silver, Energy BBDO, 2009
A 2007-8 campaign for Canadian Club whisky. Objectives: stem brand's long-term decline; build awareness and consideration. Research (described) revealed that brand had an old-fashioned image, and that

Summary | Full Text | More Like This
Case Study
2.
Dos Equis / Heineken USA - The Most Interesting Man in the World
New York American Marketing Association, Gold, Beverages - Alcohol, Effie Awards 2009
The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message ...

Summary | Full Text | Creative | More Like This
Case Study
3.
Smirnoff - UGGO não
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
In 2007 Smirnoff needed to do a communications effort to demonstrate to the Brazilian public opinion that it cared about responsible drinking while at the same time not damaging the 'Pure Possibilitie ...

Summary | Full Text | More Like This
Case Study
4.
Freixenet - From Minelli to Scorsese
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
From 2006 the total Cava market began to decline for the first time. Freixenet's volume growth was to be challenged so in a move to grow value rather than volume the price of Freixenet was increased b ...

Summary | Full Text | Creative | More Like This
Award-winning case study
5.
Stella Artois - sometimes it's not what you say, or even how you say it. It's where you set it
Account Planning Group - (UK), Bronze, Creative Strategy Awards, 2009
In this campaign by Mother, Stella Artois 4% aimed to break out from its usual rural brand imagery and distinguish itself from other 4% lagers. It opted for a Sixties French Riviera context in film an

Summary | Full Text | Creative | More Like This
Award-winning case study
6.
Johnnie Walker - Keep Walking (China)
Jacob Wright, Account Planning Group - (UK), Silver, Best-written paper and presentation to judges, Creative Strategy Awards, 2009
This paper details how "Keep Walking", the global campaign for Johnnie Walker, was adapted for the Chinese market. China presented a great challenge to the brand, as the culture there was ve ...

Summary | Full Text | More Like This
Award-winning case study
7.
J & B - Start a party
European Association of Communications Agencies, Silver winner, 2009
Since 2004, long established blended whisky brand, J&B, faced noticeable downward sales trends in Turkey and Belgium. At the same time, they wanted to cultivate potential growth markets in Cyprus and ...

Summary | Full Text | Creative | More Like This
Award-winning case study
8.
Johnnie Walker - From whisky producer to global icon: the story of 'Keep Walking'
Steve Mustardé and Karl Weaver, Institute of Practitioners in Advertising, Grand Prix, Best International Multi-Market & Gold, IPA Effectiveness Awards 2008
Johnnie Walker has an almost unparalleled global reach, but - in spite of its title as 'The world's most popular whisky' - had also hit a sales decline, with its market share beginning to fall. The 'K ...

Summary | Full Text | Creative | More Like This
User rating:
Award-winning case study
9.
Anheuser-Busch - Rolling Rock: Ron Stablehorn
New York American Marketing Association, Silver, Beverages - Alcohol, Effie Awards 2008
Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. In the beer market, the conversation that surrounds a beer is sometimes more ...

Summary | Full Text | Creative | More Like This
User rating:
Award-winning case study
10.
Svedka - Voted #1 Vodka of 2033
New York American Marketing Association, Silver, Beverages, Alcohol, Effie Awards 2008
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 ...

Summary | Full Text | More Like This
Award-winning case study
11.
Carlo Rossi - Jug Simple Integrated Campaign
New York American Marketing Association, Gold, Beverages - Alcohol, Effie Awards 2008
Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

Summary | Full Text | More Like This
Award-winning case study
12.
Mott's Clamato - "When you see one, you want one”
Canadian Congress of Advertising, Silver, Canadian Advertising Success Stories, 2008
The Caesar is a truly Canadian cocktail, unique to this country, powerfully associated with social occasions and the ritual of preparation and consumption. Mott's Clamato has always been perceived as

Summary | Full Text | Creative | More Like This
Paper
13.
Royal Grolsch N.V. - Llowlog: the First Massive Online Diary (Netherlands)
Promotional Marketing Council, Bronze (Sponsorship/Joint Effort/Tie-in), IMC European Awards 2008
Grolsch required a new and innovative approach to increase sponsor awareness and brand involvement among a younger target group. Lowlands, the leading alternative pop festival in the Benelux, was sele ...

Summary | Full Text | More Like This
Paper
14.
InBev - Hertog Jan - Ode to Autumn (Netherlands)
Promotional Marketing Council, Bronze (Brand-building), IMC European Awards 2008
The main objective was to strengthen the position of Hertog Jan Bockbier as one of the Netherlands’ best Bockbiers. The campaign was divided into two parts: an on-pack portion that created an immediat ...

Summary | Full Text | More Like This
Paper
15.
Maxxium UK - Dance like no one's watching (UK)
Promotional Marketing Council, Silver (Event Marketing), Bronze (Product Launch/Relaunch/Trial campaigns), IMC European Awards 2008
This article describes ABSOLUT’S campaign called ‘dance like no one’s watching’ to launch a limited edition gift pack, ABSOLUT DISCO, which would: drive brand awareness and trial and volume growth acr ...

Summary | Full Text | More Like This
User rating:
Paper
16.
Heineken - Club Beertender (Netherlands)
Promotional Marketing Council, Silver (Direct 1:1 Communication), IMC European Awards 2008
Heineken developed Beertender in 2004 as the first home-tap system that could provide a fresh cold beer. As sales were in decline, the new objective was to create a platform to regularly communicate w ...

Summary | Full Text | More Like This
User rating:
Award-winning case study
17.
Alcohol Advisory Council of New Zealand - Culture change
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2008
Getting people to moderate their drinking behaviour is a huge task. According to research, the major obstacles to changing behaviour include the fact that people enjoy drinking (and getting drunk), an ...

Summary | Full Text | More Like This
Award-winning case study
18.
Steinlager Pure - Keep it Pure
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2008
Steinlager was New Zealand's number one premium beer brand, but with a multitude of other European brands entering the market, its position had deteriorated. Research revealed consumer perceptions of ...

Summary | Full Text | Creative | More Like This
User rating:
Award-winning case study
19.
Speight's - The Great Beer Delivery
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2008
Speight's has grown from a regional beer brand to be the largest beer by volume in New Zealand. However, it faced increasingly aggressive competition, and declining relevance among modern, urban drink ...

Summary | Full Text | Creative | More Like This
User rating:
Award-winning case study
20.
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 o ...

Summary | Headline Findings | Full Text | Creative | More Like This
Award-winning case study
21.
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 ...

Summary | Full Text | More Like This
Award-winning case study
22.
Tui - River
The 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 ...

Summary | Full Text | Creative | More Like This
Award-winning case study
23.
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 ...

Summary | Full Text | Creative | More Like This
Award-winning case study
24.
Laphroaig - Friend get Friend
Promotional Marketing Council, 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 ...

Summary | Full Text | More Like This
Award-winning case study
25.
Berentzen - Hand Cart Promotion
Promotional Marketing Council, 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, ...

Summary | Full Text | More Like This
Award-winning case study
26.
Heineken - The Dutch Secret Weapon
Promotional Marketing Council, 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 ...

Summary | Full Text | Creative | More Like This
Case Study
27.
V & S Vin & Sprit AB: Absolut Director campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, 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 ...

Summary | Full Text | More Like This
User rating:
Case Study
28.
V & S Vin & Sprit AB: Absolut Print campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, 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 ...

Summary | Full Text | More Like This
Case Study
29.
United Distillers and Vintners of North America: Russian Art campaign
William Baue, Encyclopedia of Major Marketing Campaigns, 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 ...

Summary | Full Text | More Like This
Case Study
30.
SABMiller plc: Low Carb campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, 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 ...

Summary | Headline Findings | Full Text | More Like This


1          2          3          4          Page:Next >


 home  •  subscribe  •  free trial  •  contact us  •  warc mobile  •    ©2009 Copyright and Database Rights owned by Warc

  |    |  
Subjects