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Case Study

The case study explains how Vodka Cruiser, a brightly coloured vodka-based alcoholic drink, made in Australia by Independent Liquor, a subsidiary of Asahi Breweries, used promoted posts on its Facebook page to engage with fans, carry out live polls, give supporters a chance to have their say and share it with friends.

Article

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, reinvigorated its brand with a big digital campaign based around gaining Facebook likes.

Case Study

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, increased its relevance among the male millennial target in the North American market.

Case Study

This case study explains how Mike's Hard Lemonade, an American alcopop brand, created a campaign to connect with a millennial audience through 'mikehacking' a play on the trend of lifehacking.

Case Study

This case study details how Palm Breeze, a flavoured malt beverage, succeeded in generating awareness and market penetration in the United States by targeting millennial women and becoming their friend as well as a trusted companion in their getaway time with girlfriends.

Case Study

This case study shows how Pimm's managed to change its established reputation as a British summer drink by encouraging people to drink it with curry.

Article

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

Case Study

This case study explains how Pimm's, a seasonal summer-time alcoholic drink, trialled a new personality for the brand in the UK: Pukka Pimm's, to be drunk while eating curry.

Case Study

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Case Study

This case study describes how Pernod Ricard Hong Kong's whisky brand Chivas returned to its classy film roots to effectively engage its target audience and achieve reappraisal.

Article

This Adstats article examines global adspend in the alcoholic drinks market.

Article

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television.

Article

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning.

Case Study

This global campaign for Havana Club repositioned the Cuban rum as a "hot" brand in order to increase sales volumes and market share against the market leader, Bacardi.

Case Study

With this campaign, Jim Beam, a US bourbon whiskey brand, aimed to re-energize the brand and reach new customers at home and abroad.

Case Study

This campaign boosted Canadian Club rye whiskey in a difficult regulatory environment: federal taxes on premixed drinks had been raised 70% by the Australian government.

Case Study

The Caesar is a truly Canadian cocktail, unique to this country, powerfully associated with social occasions and the ritual of preparation and consumption.

Case Study

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany.

Case Study

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and an 'edgy' brand character.

Case Study

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.

Case Study

Campaign in 1999 by Euro RSCG Wnek Gosper for Hooper's Hooch, an `alcopop'. Challenge: to re-establish brand as a legitimate alcoholic drink, after the negative publicity about alcopops, and get away from `sweet' image.

Case Study

This case study (1998) examines how the introduction of Bacardi Breezer into the UK market changed a company's culture and, additionally, created a new market sector and changed a local economy.

Article

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing.

Case Study

New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders.