Alcoholic drinks

Article • WARC Category Intelligence, March 2018

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

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

When brands depict society, it is important that they think about who is doing the watching and who controls the action – an example from Diageo shows how to do this.

Absolut Vodka: Never Gonna GIF You Up

Rankings • WARC Media 100, 2019

Absolut Vodka, the drinks brand, used social media GIFs to increase purchase intent in Sweden and around the world.

Baileys: A radical brand turnaround story with extra sprinkles

Rankings • WARC Effective 100, 2019

Baileys, an alcoholic beverage brand, turned away from traditional alcohol marketing in the UK and rebranded itself as part of a naughty treat.

Koskenkorva: Vodka from a village

Rankings • WARC Effective 100, 2019

Koskenkorva, the Finnish vodka brand, appealed to consumers by focusing its marketing strategy on its roots.

How Diageo is rethinking the customer experience

Article • Brian Carruthers, Event Reports, The Future of Brands, February 2019

Looks at how poor sales and new threats have forced drinks giant Diageo to re-imagine the customer experience at several of its brands.

Bacardi: Music Liberates Music

Rankings • WARC Creative 100, 2019

Bacardi, the alcoholic drink brand, put a spotlight on Caribbean artists and celebrated its authenticity as a brand through a digital campaign that was promoted globally.

Jim Beam: JIM, The First Smart Decanter

Case Study • SABRE Awards, Best Content Creation for Media Sites (Earned), In2, 2019

Jim Beam, a brand of bourbon whiskey, increased awareness and website traffic among US millennials by launching a spoof AI assistant to decanter its alcohol.

Campari: Celebrating Equal Parts Cocktails, Charity and Creativity for Negroni Week 2018

Case Study • SABRE Awards, Most Innovative Brand Marketing/Communications Professional - Brand, In2, 2019

Campari, an alcoholic liqueur, increased sales across the US by launching a seven-day event that encouraged bars and restaurants to create their own Negroni cocktails and donate the proceeds to charity.

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Gruppo Campari (Drink and beverages, spirits)

Article • Euromonitor Profiles, December 2018

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Gordon's - Diageo: #YayDelay

Case Study • Direct Marketing Association - UK, Silver, 2018

Gordon's, a gin brand, increased brand awareness and consumption by launching a geo-targeted campaign that offered discounted or free gin to people suffering from train delays.

Bacardi Willaim Lawson's Illusions

Case Study • Direct Marketing Association - UK, Bronze, 2018

William Lawson's (WL), a whiskey brand, broke the rules to win over a highly sceptical audience of whisky drinkers in the UK.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Baileys Real Treats: Unlocking mental associations to enter a new category

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2018

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Bitter Sweet Symphony: A case study showing how a careful fusion of semiotics, social media analysis & creative storytelling built a powerful new strategy for an over 100 year old aperitif brand

Research Paper • Sven Am and Julliette Margerand, ESOMAR, Fusion, 2018

Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.

Brown-Forman (Drink and beverages, alcoholic)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Tequila Patron: Proudly Mexican

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (New Product), 2018

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Baileys: A radical brand turnaround story with extra sprinkles

Case Study • Katie Mackay-Sinclair, Jack Farrelly and John Thomson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

Bacardi: Martini DJ Bot

Case Study • Direct Marketing Association - US, Runner Up, 2018

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

The PatrónSpirits Company: Patrón Cocktail Lab

Case Study • Direct Marketing Association - US, Silver, 2018

Patrón, a brand of tequila, launched Cocktail Lab to serve up recipes based on personal preferences, behavioral insights, local trends, and occasions that successfully changed public perception of the brand globally.

Patrón Cocktail Lab

Case Study • MMA Smarties, Gold, North America, 2018

Patrón, a brand of tequila, launched Cocktail Lab to serve up recipes based on personal preferences, behavioral insights, local trends, and occasions that successfully changed public perception of the brand.

Pernod Ricard (Drink and beverages, spirits)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut.

Beefeater London Town

Case Study • MMA Smarties, Finalist, Global, 2018

Beefeater, a London-based brand of gin, provided experiences for people in Madrid of the four pillars of the campaign: food, culture, music and people.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.