Warc index
 

The Canadian beer market faces increased competition and is polarising between value brands at one end and super premiums at the other. Molson Canadian was stuck in no man’s land between the two. A n ...

In the early 1990s, beer brand Corona Extra, needed to shake off its image as a 1980s yuppie fad. A sustained advertising campaign over 16 years has ensured that the brand is now synonymous with a rel ...

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 ...

This paper describes how the Leith Agency worked with Coors beers to develop a Carling campaign encouraging responsible drinking in Scotland. Research showed that using the managers of Celtic and Ran ...

Grolsch which is owned by the brewer, Coors, increased sales threefold in 2003 and turned a brand dismissed as a 1980s fad into a top ten premium lager in the UK. But Coors had further ambitious targe ...

This Silver Award winning effectiveness entry details how Tui, the New Zealand beer, grew sales by 9% in a declining market. Tui, a well established regional brand, was being squeezed between an aggr ...

Beer brand Budweiser targets young drinkers – a notoriously fickle group of consumers, but over ten years it has increased its market share from 9% to 14 % in the face of increasing competition and ha ...

Alexander Keith’s India Pale Ale was a leading beer in Eastern Canada but a small brand nationally. The growing popularity of microbreweries and specialty beers provided an opportunity to build the br ...

Light beer has grown in popularity since the ‘70s and now accounts for 47% of domestic volume. Guinness with its dark appearance and strong taste has always been perceived as a ‘heavy’ beer but this ...

In 2001, Lion Nathan had recently been awarded the license as Beck's Biers Australian distributors. The target was to build volume quickly by achievign a 70% sales increase within 12 months in an incr ...

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 'Quest' or 'Tongue' ad, as it came to be known, was a powerful creative answer to one of alcohol's toughest challenges; to grow beer sales in a volume challenged market with a 'middling' brand. Wh ...

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Li ...

Such is the lack of differentiation between products in the premium beer category it is often said that consumers simply make their brand choices by 'drinking the advertising'. This is a case in which ...

Hahn Premium Light's latest advertising has been at the forefront of a resurgence in the creativity of Australian beer advertising. This paper shows how planning aided the creative process through a ...

By creating a new model for Tooheys Extra Dry's advertising and a new strategy based on solving key dissatisfactions with beer, planning was able to provide a springboard for an idea unlike any other ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

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 ...

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based dr ...

Brands like Molson Canadian are always looking for ways to connect with young male beer drinkers 19-24.With that in mind, Molson launched Bubba in April 2002 – a 5 Litre Mini-Keg. Advertising had to r ...

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 ...

In a consistently 'premiumising' lager market, it was vital for Bass (now Coors) to offer consumers and the trade a successful premium lager brand. However, by the late 1990s their lead premium lager, ...

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 silver-winning case shows how Budweiser, which slipped into decline in mid 1998, had turned a brand’s fortunes around and rejuvenated brand awareness. The case demonstrates how advertising was th ...

This IPA Award winning paper details the contribution of advertising to John Smith’s success in the declining UK beer market between 1998 and 2002. Research suggested that younger drinkers were cynic ...

Stella Artois is a dramatic success. The third largest grocery brand in the UK, it is worth £1.1bn, and 25 pints of it are drunk every second. It is still continuing to grow and this paper concentrate ...

In 2001, Lion Nathan had recently been awarded the license as Beck's Biers Australian distributors. The target was to build volume quickly by achieving a 70% sales increase within 12 months in an incr ...

2001-2 TV campaign for Labatt Bleue in Quebec, in association with the Feb 2002 Winter Olympics. Opportunity to become the brand leader in this beer market. Commercials featured product in various Oly ...

2001 campaign for Sleeman Quebec. Sleeman is a beer brand coming from Ontario, trying to make inroads in Quebec against the dominant Molson and Labatt brands. Brand declined sharply in 1999, pre-campa ...