Warc index
 

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 ...

This study traces the progress of a relatively unknown brand to a major player in the single malt whiskey sector. The business, marketing and advertising objectives are described which, in short, were ...

Multi-country Keep Walking campaign for Johnnie Walker whisky, to confirm it as a global `icon’ brand. Media used: TV, print, posters, sponsorship. Gold winner, APG Awards 2001.

2000 campaign for Molson Canadian beer. This brand has been in head-to-head rivalry with Labatt's Blue for years, for dominance of the Canadian market. Aim to make Molson Canadian the undisputed leade ...

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner). Aim was to grow premium malt brands in context of a re ...

In 1992, Absolut decided to export its American success to Europe. Establishing the brand in Europe meant accompanying it through three stages. Launch - communicating the core brand value to opinion ...

In most countries, a premium price of an average of 1.50 Euro per can in retail will hardly be accepted by the consumer. On average a can of Red Bull is three times higher than Coca Cola. Consumers ...

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume ...

Stella Artois has already featured in the Awards (1992 and 1996), covering the original 1980s campaign and the substantial upturn following the launch of the `Jacques' TV campaign in 1991 (history sum ...

1998-2000 campaign for Hahn Premium Light Beer. Objective: to make brand the market leader by October 2002 (especially in NSW, the market with the highest potential) and to grow the light beer market. ...

Campaign in 2000 on behalf of the Australian Associated Brewers Incorporated to raise public awareness and protest against a government plan to levy a large beer excise tax increase at the same time a ...

The Belvenie is an esoteric single malt scotch that has been sold in the US since the 1980s. Despite being dramatically under spent 'The Belvenie Guy' campaign, with its unique creative approach and e ...