News
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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, ...
Case Study
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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.
Article
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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.
Case Study
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Aliya Hasan, The Communications Council, 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.
Case Study
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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.
Rankings
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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.
Case Study
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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.
Case Study
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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.
Case Study
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Case Studies on WARC, 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.
Case Study
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Tara Austin, Account Planning Group - (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.
Article
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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.
Case Study
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Jay Chiat Strategic Excellence 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.
Case Study
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The Communications Council, 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.
Case Study
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Case Studies on WARC, 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.
Case Study
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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.
Article
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Admap, May 2014, pp. 48-49
This Adstats article examines global adspend in the alcoholic drinks market.
Article
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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.
Article
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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.
Case Study
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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.
Case Study
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Effie Worldwide, Bronze, North America Effies 2013
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
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Tom Donald, The Communications Council, 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.
Case Study
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Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2008
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
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Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2007
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
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Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany.
Case Study
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Institute of Communication Agencies, Canadian Advertising Success Stories, 2003
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.
