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Alcoholic drinks

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Beam Suntory: How Canadian Club became the boss of summer

Case Study • Effies (Australia), Australian Effies, Gold, 2020

Canadian Club, a whisky brand, directly challenged beer’s status as the self-appointed king of the Australian summer by allowing Australians to question drinking beer in summer.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

White Claw and the rise of ‘hard seltzers'

News • 19 August 2019

As changing drinking habits meet a desire to cut calories, hard seltzer, a genre of alcoholic sparkling water made by fermenting sugar, is growing at a precipitous rate across the US, unleashing a raft of fan art and causing suppliers headaches.

Smirnoff Red White and Blue

Case Study • Design Effectiveness Awards, Silver, 2019

Smirnoff, an alcoholic drinks brand, launched a limited-edition Red White and Berry bottle that used the colours of the American flag to promote among US consumers during Labour Day and 4th July.

World of Zing

Case Study • Design Effectiveness Awards, Silver, 2019

World of Zing, a food and drink start-up, increased brand awareness across the UK by launching a redesign of its packaging that used live prints of the products as inspiration.

Coca-Cola Japan to create first alcoholic drink

News • 08 March 2018

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, “Chu-hi&r

Vodka Cruiser: TV Live on Facebook

Case Study • Aliya Hasan, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, and Collaboration with an Influencer Special Award, 2017

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Competitive strategies in alcoholic drinks

Article • Euromonitor Strategy Briefings, September 2017

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.

Vodka Cruiser: TV LIVE on Facebook

Case Study • Aliya Hasan, Effies (Australia), Bronze, Australian Effie Awards, 2017

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Likes into litres: How Vodka Cruiser used social to drive sales

Case Study • Lauren Brumley, Zac Martin and Calvin Lyon, WARC Prize for Social Strategy, Entrant, 2016

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.

WARC 100: The world's best drinks campaigns and companies 2016

Rankings • Joseph Clift, Rankings Articles, April 2016

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.

Mike's Hard Lemonade: Mike's Millionth

Case Study • MAA Worldwide GLOBES, Gold, 2015

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.

Mike's Hard Lemonade: MikeHacks

Case Study • MAA Worldwide GLOBES, Silver, 2015

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.

Palm Breeze: Vacay Every Day

Case Study • WARC Cases, 2016

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.

Pimm's: A Pukka Problem

Case Study • Tara Austin, APG (UK), Bronze, Creative Strategy Awards 2015

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.

How an Ogilvy strategist reimagined Pimm's

Article • Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2015

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.

Pimm's: A pukka problem

Case Study • Jay Chiat Awards, Bronze, 2015

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.

Beam Suntory: Keeping Australians 'Over Beer' for 5 years

Case Study • Effies (Australia), Grand Effie, Australian Effie Awards, 2015

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.

Mike's Hard Lemonade: Mikehacks

Case Study • WARC Cases, 2015

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.

Pernod Ricard Hong Kong: Chivas 18 - The Scene presents Crowd Crew

Case Study • Dragons of Asia, Gold Award & Best in Hong Kong, 2014

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.

Adstats: Alcoholic drinks adspend

Article • Admap, May 2014, pp. 48-49

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

How Suzuki and Diageo judge marketing success in Australia

Article • Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014

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

Alcohol pricing

Article • Jose Mendoza, Paul Baines and Lynette Ryals, WARC Best Practice, July/August 2013, pp. 44-45

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.

Havana Club: Nothing compares to Havana

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2013

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.

Canadian Club: Over beer? How CC became the fastest growing alcohol trademark in Australia

Case Study • Tom Donald, Effies (Australia), Silver, Australian Effie Awards, 2011

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.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Baileys: From forgotten icon to global treat

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.
Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • Institute of Practitioners in Advertising, Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.
What's working in beer and cider

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the beer and cider category.
Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.