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Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Guinness: Clear

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Guinness, a beer brand, launched a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championships in Great Britain and Ireland.

Kirkstall Brewery: Repositioning

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Kirkstall Brewery, an alcoholic drinks brand, increased sales in the UK by designing a set of custom-made pump clips and new canned beers.

When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Digital First, June 2021

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.

Heineken: Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Heineken ran a multi-national, three year campaign for its new non-alcoholic beer (NAB), 0.0, to reverse declining share and sales, and win drinkers aged 25 to 34.

Aguila Beer: The Beer Cap Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Beer brand Aguila changed consumer behaviour and grew brand favourability and affinity scores in Colombia by alerting customers to the dangers of binge drinking through a cap redemption scheme.

Coors Light: Iceman to Canton

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

Light beer brand Coors Light leaned in to a local grievance to create a national story and improve consideration and penetration in the US.

Speight's: The dance

Case Study • WARC Awards for Effectiveness, Bronze, Sustained Growth, 2021

Mainstream New Zealand beer Speight's needed to strengthen its brand and connect with younger drinkers to defend sales and share in a shrinking market, so it ran a campaign offering a new interpretation of its value of 'mateship'.

Budweiser: Brewing Change

Case Study • SABRE Awards, Gold, North America, 2021

Budweiser, a beer brand, created a scholarship and internship programme in the US to provide educational and financial support for Black STEM students interested in a career in brewing.

Molson Canada: Make It Canadian

Case Study • SABRE Awards, Gold, North America, 2021

Molson Canadian, a lager brand, increased shared of voice and sales around Canada Day by launching a case of beers filled with Canadian competitor brands to encourage Canadians to drink homegrown beer to celebrate.

Beer in the US

Article • Euromonitor Strategy Briefings, May 2021

A category analysis of beer in the US, including 2020 impact and recovery and opportunities post-pandemic.

Edge by Ascential: Share of search report – Understand your share of voice for the most popular Beer search terms

Article • Edge by Ascential, Research on WARC, April 2021

This report assesses search performance across the beer category in major Singapore retailers.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Brahma: Stadium's food delivery

Rankings • WARC Creative 100, 2021

Brahma, a Brazilian beer brand, supported the livelihood of stadium food vendors by delivering to the homes of sports spectators.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Speight's: The Dance

Rankings • WARC Effective 100, 2021

Speight’s, a beer brand, broke with beer advertisement tradition in New Zealand by launching a heartwarming film about workmates teaching a colleague to dance.

DB Export: I'm Drinking It For You

Rankings • WARC Effective 100, 2021

Beer brand DB launched a multimedia campaign which featured the used of experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

Budweiser: All Love is Love “Kiss Bottles”

Rankings • WARC Media 100, 2021

Beer brand Budweiser celebrated Chinese Valentine’s Day, Qixi, and made LGBT+ people feel included by launching a short video and four limited edition bottle designs of faces.

How Budweiser China acted ‘small’ to win big

Article • Alex Brownsell, WARC Exclusive, April 2021

Matt Che, CMO of Budweiser Brewing Co APAC, and Dolly Huang, Head of Marketing Capabilities, reflect on the use of brand purpose in the brewer’s award-winning ‘All Love is Love’ campaign.

Anheuser-Busch InBev: Responsible Billboard

Rankings • WARC Creative 100, 2021

Anheuser-Busch InBev, a beverages company, confronted the issue of drink-driving in Brazil by creating the largest responsible consumption campaign ever.

Guinness: Made of More 2012-2019: Consistency x creativity

Rankings • WARC Effective 100, 2021

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that reinforced its Made of More message.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Baileys: From forgotten icon to global treat

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.
What's working in beer and cider

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the beer and cider category.
Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • Institute of Practitioners in Advertising, Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.
Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.