Opinion
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Gabey Goh, February 2021
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
News
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16 February 2021
Heineken says it wants to move beyond its traditional male, beer-drinking image and attract more female and younger drinkers.
Opinion
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Mike Teasdale, January 2021
Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.
Opinion
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WARC, January 2021
Digital is central to the entire brand experience at Carlton & United Breweries, with a focus on how data and technology can help deliver more meaningful consumer interactions. Head of Integrated Marketing, Jemma Downey speaks to WARC about how the company has doubled down on creating best-in-class digital programmes and products, whilst looking at ways its brands can grow beyond the product with new business models.
Article
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Euromonitor Advertiser Profiles, January 2021
This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S.
Opinion
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Jenny Chan 陈詠欣, December 2020
The Danish brewer and its subsidiaries have benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.
News
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03 December 2020
As China continues to keep the coronavirus in check, its economy is showing increasing signs of recovery, and with that, the normalisation of everyday life, including socialising over an alcoholic drink or two.
Case Study
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MMA Smarties, Bronze, North America, 2020
Cerveza Victoria, a beer brand, built brand engagement by enabling consumers to delight their mothers on Mother's Day while social distancing in the USA.
News
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30 November 2020
You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.
Case Study
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MMA Smarties, Gold, X (Global), 2020
Heineken, a beer brand, discouraged consumers from drinking before driving in South Africa by targeting drivers near Heineken outlets on the Waze GPS platform and delivering a branded messages and Uber vouchers.
Case Study
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Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.
Opinion
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Anna Hamill, November 2020
With events and the hospitality industry hit hard by COVID-19, alcohol brands were some of the most affected. Marcel Marcondes, US Chief Marketing Officer at Anheuser-Busch InBev – the world’s largest beer brewer – speaks to WARC’s Anna Hamill for the Marketer’s Toolkit 2021 about creativity in a crisis, relying on real-time insights, and the new consumption occasions that will define 2021.
Opinion
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Chiara Manco, October 2020
Winning Gold at the 2020 IPA Effectiveness Awards, Guinness is proof of the returns of consistency in long-term brand building. WARC’s Chiara Manco looks into the powerful influence of its ‘Made of more’ brand platform.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.
Case Study
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IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020
Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.
Case Study
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IPA (UK), 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.
Article
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Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020
Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
News
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15 September 2020
Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.
Article
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Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020
Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.
Article
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Euromonitor Advertiser Profiles, September 2020
This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.
Article
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Euromonitor Strategy Briefings, September 2020
A category analysis of beer in the US, including its pre-covid performance and in 2020 and beyond.
Article
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Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020
Anheuser-Busch InBev, the brewing giant, has built significant in-house agency capabilities through its draftLine unit, which functions in several countries.
Case Study
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Marketing Society, The Brave Awards, Grand Prix, 2020
Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK and Ireland by rebranding ordinary water as a Guinness drink.
Opinion
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James Tucker, July 2020
Search for the best content solution that integrates into culture, advises Colenso BBDO’s James Tucker, who worked on the DB Export campaign that took the Grand Prix in the Effective Content Strategy category at this year’s WARC Awards.
