Warc index
 

This paper explains how a beer brand from a Cornish family brewer bucked the trend of closing pubs and falling sales that had hit the industry. Tribute Ale needed to increase its levels of awareness o

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, res

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

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 ...

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 ...

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 ...

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

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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, ...

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 ...

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 ...

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 ...

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 ...

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 ...