Brown-Forman Corporation: The Real Stuff campaign

William Baue

In April 1986, California Cooler launched a new $20 million campaign featuring five television commercials produced by Chiat/Day of San Francisco.

Brown-Forman Corporation: The Real Stuff campaign

William Baue

Overview

In April 1986, California Cooler launched a new $20 million campaign featuring five television commercials produced by Chiat/Day of San Francisco. "The client wanted a heritage campaign," wrote agency art director Mike Moser and writers Dave Woodside and Dave O'Hare in a 1990 Adweekarticle. "We politely reminded him he'd only been in business two years: He had no heritage." In fact, Michael M. Crete and R. Stewart Bewley had founded the company that established the wine cooler category not two but five years earlier, in 1981. Considering the incredibly...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands