Alcoholic drinks

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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, ...

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, 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.

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

Article • Joseph Clift, WARC 100, 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: 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.

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.

Palm Breeze: Vacay Every Day

Case Study • 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.

Pimm's: A Pukka Problem

Case Study • 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.

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 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.

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

Case Study • 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.

Mike's Hard Lemonade: Mikehacks

Case Study • 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.

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

Case Study • PMAA 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.

Jim Beam: Devils Cut Global Ad Campaign

Case Study • 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.

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

Case Study • 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.

Mott’s Clamato - "When you see one, you want one”

Case Study • 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.

Berentzen – Hand Cart Promotion

Case Study • 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.

Vex – More Cooler. Less Money

Case Study • 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.

Vodkice

Case Study • 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.

What's working in beer and cider

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the beer and cider category.
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.
Beer: The quest for a perfect beer and food combination using big data, algorithms and contextual consumer product testing (virtual reality)

Research Paper • Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
Guinness: An effectiveness story Made Of More

Case Study • Rory Gallery and Lilian Sor, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2016

This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.
The Brand Challenge: Luxury branding

Article • Jean-Noël Kapferer, Research on WARC, September 2015

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.