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Case study: Johnnie Walker
Marketing Week | February 08, 2012
“As a brand, you will have to understand and become part of the local culture and blend this with your marketing. When we have implemented Johnnie Walker campaigns in the past we have had to be very careful about tailoring the overall messages of progress to the different regions - in one place this means pride in family and local heritage, in another it is more about individual success.”
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Maker of Mao’s 106-Proof Liquor Overpowers With TV Buys: Retail
Bloomberg | November 10, 2011
“If you are a national liquor company, you want to go to pretty much all the markets in China,” said Andrew Carter, president for investment management at GroupM Trading, the media investment management arm of Dublin-based WPP Plc. (WPP) “If they see a product on CCTV, they think it’s really, really good.”
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Carlsberg Wins the Battle for Lager Sales During the World Cup
Thinkbox | August 11, 2011
Research had shown that TV is the most influential paid-for contact point for lager drinkers and one of the main drivers of Carlsberg’s fame. So TV was the perfect partner to rouse the nation’s spirits in the build up to the big tournament in South Africa, give the trade the support it needed and deliver the reach necessary to deliver a step change in sales.
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Ace Metrix: Budweiser Tops In Beer Ads
MediaPost Marketing Daily | August 09, 2011
"The dog-sitting spot also had the highest 'attention' and 'watchability' scores, meaning that the ad grabs people and they want to see it again. That's good news for an advertiser, as it provides many more chances to win over fickle beer drinkers."
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Having a Favourite Alcohol Brand Ups Risk for Binge Drinking
Internal Medicine News | May 02, 2011
"Underage drinkers preferentially choose highly advertised brands as ‘favourites.’ This suggests that marketing is indeed influencing their choice of beverage," Dr. Susanne E. Tanski said at the annual meeting of the Pediatric Academic Societies.
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Tooheys New - Grand Prix, Creative Planning Awards
WARC | December 22, 2010
In the month after launch, Tooheys New claimed market leadership in pack sales for the first time in its 80-year history. Furthermore the share points gained in Tooheys New's two major markets equalled an increase in sales that more than matched the total investment made in the campaign.
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Dentsu's Sapporo Work Wins Big in Asia
Marketing | November 16, 2010
A Canadian-made commercial has won Best in Show at one of Asia's newest ad awards, recognizing marketing effectiveness.
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Belle Gueule Gets Noticed at the Rogers Cup in Montreal and Toronto
Marketing | August 23, 2010
The sponsorship helped the brand gain exposure in English Canada, where it currently has only a small distribution. “We received calls from the media in Toronto that didn’t know the brand and wanted more information. For a sponsorship commercial to spark so much interest is very flattering.”
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Molson Credits Olympics for Rising Sales of Flagship Brand
Marketing | May 04, 2010
Molson Coors' sponsorship of the sporting event contributed to a 5% increase in sales to retail, stronger than the 3.8% industry gain. The brewer also heavily promoted its brand in an advertising campaign that debuted during the Olympics.
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LCBO Deflates the Elephant
Strategy | May 01, 2010
The "Deflate the Elephant" campaign was well received and garnered extensive media coverage (far exceeding the earned media target), and independent post-tracking research showed strong breakthrough and awareness for the TV campaign and point-of-sale materials.
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Molson Rallies for Top Spot in Marketing Olympic Poll
March 04, 2010
It was close going into the final stretch, but Molson's Olympic "Made From Canada" ad has taken gold in Marketing's latest reader poll.
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Brothers Drinks Co. Turns to TV for Distribution Boost
Thinkbox | February 2010
The brand achieved all its 2009 goals, securing extensive additional distribution in key supermarket chains as well as on-trade and cash and carry outlets. The brand has also been able to talk to retailers that had previously ignored it. Sales hit record levels during the TV campaign and remained strong in August.
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AB InBev to Boost Marketing Spending
WARC | November 13, 2009
Anheuser-Busch InBev, the global brewing giant, plans to heighten its marketing activity over the rest of 2009, having benefited from an increased focus on this area during the last quarter.
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How Bud Light Lost Its Sense of Humour - and, Subsequently, Sales
Advertising Age | August 10, 2009
Facing the prospect of the first negative sales year in the 27-year history of Bud Light, Anheuser-Busch is going for a little less "Drinkability" and a lot more laughs to reverse a 3% sales slide for the brand in the first half of the year.
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Knob Creek Bourbon Turns Shortage To Advantage
MediaPost Marketing Daily | August 01, 2009
A new Knob Creek Bourbon campaign with the tagline "Thanks for Nothing" is promoting a supply shortage to spotlight the brand's commitment to quality.
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Dos Equis' 'Most Interesting Man' Is an Even Greater Beer Salesman
Advertising Age | July 15, 2009
Euro's grey-bearded creation for Heineken brand has led to double-digit gains in declining category.
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Magnotta Credits Marketing for Sales Bump
Marketing | June 15, 2009
"The overall growth in net sales for the quarter resulted from the company expanding its branding campaigns through additional marketing and advertising. This has created more brand awareness and greater volumes," the company stated.
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James Ready, Red Bull Win Marketing Awards Top Honours
Marketing | June 10, 2009
It"s not always advisable to mix alcohol with Red Bull, but the Marketing Awards did just that by awarding top honours to the blue and grey energy drink brand alongside Leo Burnett"s James Ready outdoor beer campaign.
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Leo Burnett Wins Two Gold ANDY Awards for James Ready
Marketing Daily | March 23, 2009
"Our campaign is about "help us help you keep our beer affordable," " said David Buckspan, group account manager at Leo Burnett. James Ready competes in the discount beer category, and has used such marketing tactics as recycling beer caps and labels to reinforce the idea that it's a "no frills" beer. "The idea was the media guys bought these boards, only we don't have the money or wherewithal to fill them."
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Alcohol in Film, TV, Ads Boosts Consumption: Study
Canadian Press | March 04, 2009
For the first time, researchers have shown that watching characters knock back a beer or quaff other alcoholic beverages in films, TV shows or advertisements can have an immediate effect on how much viewers imbibe themselves.
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High Life's One-Second Spots Yield 8.6% Sales Boost After Super Bowl
AdAge Daily News | February 23, 2009
Miller High Life's one-second Super Bowl ads that weren't created a sales bump that definitely was. Sales of High Life popped 8.6% during the week after the Super Bowl vs. the same period a year earlier, and they were up nearly 5% during the week before the game, according to ACNielsen.
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Alcohol, Sex Ads Get Prime TV Time
Los Angeles Times | February 13, 2009
In all media, ad real estate is increasingly up for grabs. That creates new opportunities for companies such as R2C Group, an ad agency whose clients include Total Gym (pitched by Chuck Norris) and an Obama commemorative coin among its infomercial clients. "Car dealers are pulling off the air, retailers are pulling off the air, which opens more time to our clients," R2C Group Chief Executive Tim O'Leary said. "We had a very good year."
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Johnnie Walker Takes Top Honours at IPA Effectiveness Awards
WARC News | November 4, 2008
The global "Keep Walking" campaign for Johnnie Walker won the coveted Grand Prix at the annual IPA Effectiveness Awards. It was credited with transforming the fortunes of Johnnie Walker, having helped deliver sales growth of 48% and incremental sales totalling around US$2.21 billion.
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Breaking With Bottle Fires Up Absolut Sales
Ad Age Daily | Feb 18, 2008
After trading in its print-based campaign tied to the shape of its bottle for a global multimedia approach last year themed, "It's an Absolut world," the Swedish vodka brand saw its sales spike.
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Super Bowl Ad Wrap: This Bud's The Thing
Centre for Media Research - Research Brief | Feb 11, 2008
Proof that Super Bowl advertising really does work, on more than one level.
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