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The Guinness for when you’re not drinking Guinness: How we rebranded tap water to tackle responsible drinking.

Case Study • APG (UK), Gold, 2021

Guinness, a beer brewery, launched a campaign in the UK and Ireland during the Six Nations rugby championship to tackle responsible drinking by bringing about real behaviour change and squashing the stigma of drinking water.

Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Case Study • APG (UK), Entrant, 2021

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

Budweiser: Drop 158 festival

Case Study • SABRE Awards, APAC In2, Branding and Identity- Including Logo and Other Design Work, 2021

The Orange Blowfish, the creative agency, created a unique brand experience to remind consumers of the attraction of Budweiser in China.

Red Horse: Lakas Tama Channel

Case Study • YouTube Works for Brands, Philippines, Best brand channel, 2021

Red Horse, a strong-alcohol beer brand, engaged its fans online in the Philippines with a campaign that married memes and funny videos.

Budweiser: Save Pub Life

Case Study • SABRE Awards, IN2, EMEA, 2021

Budweiser, \ beer brand, launched the 'Save Pub Life' campaign in the UK to drive awareness and provide pubs and bars with everything they needed for a successful re-opening after COVID-19 lockdowns.

Carlsberg: Pladdling

Case Study • SABRE Awards, IN2, EMEA, 2021

Carlsberg, a beer brand, collaborated with GreenKayak to launch 'pladdling' in Sweden to reduce the amount of plastic in waters.

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, Vol. 61, No. 3, 2021, pp. 247-259

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

Budweiser: Bigger picture

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In early 2021, Budweiser, a beer brand, launched a campaign in the US with the goal to normalise the act of getting vaccinated to help get the country back together again safely.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

Bud Light: BL6 gaming console

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Bud Light, a beer brand, launched a campaign in the US to raise purchase intent and brand preference with LDA beer-drinking gamers between the ages of 25-34.

Coors Light: Iceman to canton

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Coors Light, a beer brand, launched a campaign in the US to put pressure on the National Football League(NFL) into giving Tom Flores sport's highest honor in the Hall of Fame.

AbInbev: Contract For Change

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Anheuser-Busch, a brewing company, assisted farmers in the USA to go organic with its long-term initiative Contract for Change.

Ambev’s Daniel Wakswaser on how AB InBev shares ideas globally, and the company response to the pandemic in Brazil

Opinion • Cathy Taylor, August 2021

For WARC’s Spotlight Brazil, US Commissioning Editor Cathy Taylor talked to Daniel Wakswaser, Marketing VP of Ambev, about the brand’s COVID response, and about its global “Ideas for Good” initiative, which crowdsourced ideas from all over the company that could be implemented in local markets, benefiting consumers, the bars and restaurants the brewer does business with, and society.

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.

Guinness: Rise

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

Guinness Ghana Breweries PLC (GGBPLC), an alcohol brand, launched a recovery programme in Ghana to help consumers and partners recover after the COVID-19 lockdown.

Amstel: Timeless Taste of Amstel

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

Amstel, a brewery, launched a campaign in South Africa to emphasise that it was a timeless brand and to stand out in a crowded market.

Natural Light: Da Vinci of debt

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Natural Light, a value beer brand in the USA, created many impressions on social media by questioning student debts.

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.

Heineken: Heineken Zer0.0 Contact Bar

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Heineken, a beer brand, used a bar run by two robots to promote Heineken 0.0, its non-alcoholic drink, in Australia during the COVID-19 pandemic.

Michelob Ultra: Cal for Cal

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Michelob Ultra, a North American beer brand, created a health-based wellness campaign to increase brand meaning and drive engagement with consumers in Canada.

AB Inbev: The Friendship Bank

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Poker Beer, a beer brand, launched a campaign in Colombia to protect itself during the month when its biggest competitor was launching its new beer.

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.

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.

Dragon's Milk: Raid The Dragon’s Hoard

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

Craft beer brand, Dragon's Milk, created a brand experience perfectly tailored to its core audience with the Raid the Dragon's Hoard campaign in the USA.

Kronenbourg: Inspired by taste

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

Beer brand, 1664 Blanc, partnered iconic figures from fashion and design who created unique artwork for its bottles to increase awareness in Denmark.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
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.
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.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.