Alcoholic drinks

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the spirits category.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.

Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Monkey Shoulder: The Serious Business of Monkeying Around

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Jim Beam's female focus pays off

News • 22 May 2018

DANA POINT, CA: Jim Beam, the whiskey brand, has seen major advantages from breaking with the conventions of its category and reaching out directly to female drinkers.

How Beam Suntory brought whiskey to women and built a global brand

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Beam Suntory, the alcoholic drinks company, has retooled its approach to brand building in various ways.

Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

How Pernod Ricard incentivised an online community

News • 04 May 2018

BOGOTÁ: Pernod Ricard, the drinks business, gathered a wealth of information from an online community in Colombia, and attributed part of that success to a program of incentives that encouraged participants to complete a range of tasks.

Jägermeister adapts to changing drinking habits

Article • Matthew Carlton, Event Reports, YMS18, March 2018

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Beyond lifestyles, trends and drinks: How Pernod Ricard created new ways of developing online communities

Research Paper • Andrea Ascarrunz and Maria Alejandra Velandia, ESOMAR, Latin America, 2018

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

Sailor Jerry looks for the thinking drinker

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

Johnnie Walker reaches out to female whisky fans

News • 28 February 2018

NEW YORK: Johnnie Walker, the most popular blended Scotch whisky in the world, plans to launch a rebranded version in the US that features a stylised woman on the label in place of its famous “striding man” logo.

Diageo: Royal Challenge – Engaging a new generation

Case Study • Design Business Association, Bronze, 2018

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Maxxium España: Larios - The mediterranean gin

Case Study • Design Business Association, Silver, 2018

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Jameson gives promising musicians a shot

Case Study • SABRE Awards, Best Use Of Original/Commissioned Research For Engagement, 2018

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Creating the Summer of Spritz with Aperol

Case Study • SABRE Awards, Best Influencer Programs + Endorsements (Paid), In2, 2018

Aperol, an alcoholic drink, created the Summer of Spritz campaign with fashion brand Man Repeller to engage with millennials and increase brand relevance in the US.

Smirnoff draws on powerful insights

News • 07 February 2018

NEW YORK: Smirnoff, the vodka brand owned by Diageo, is emphasising the importance of consumer insights as it seeks to conquer the challenges that are now facing many major brands.

Diageo distills a path to marketing success

Article • Stephen Whiteside, Event Reports, IAB Data Symposium, December 2017

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

William Lawson's: No Rules

Case Study • Carlos Sologuren, Maria Teresa Olin, Rodrigo Sámano et al., WARC Media Awards, Entrant, Effective Use of Tech, 2017

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Diageo: Only One Captain Morgan

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Diageo, the drinks company, drove awareness of its Captain Morgan rum brand during the summer months in the UK through association with Leicester City FC, a Premiership football team.

Edward Dillon: Hennessy Very Special

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

Cream and Spirit, Milk and Honey: Baileys and the cultural origins of indulgence

Case Study • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2017

Baileys, an alcoholic drinks brand, conducted a global, cross-category study to understand how indulgence differs depending on cultural beliefs and different social functions.

Bacardi: Martini DJ Bot

Case Study • Direct Marketing Association - UK, Gold, 2017

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Diageo takes cachaça upmarket

News • 27 November 2017

PARAIPABA: Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.