Alcoholic drinks

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How Guinness’ ‘consistency x creativity’ formula earned it an IPA Gold

Opinion • 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.

Guinness Made of More 2012-2019: Consistency x creativity

Case Study • 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.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • 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.

Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • 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.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • 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.

AB InBev brews up livestreaming success

News • 15 September 2020

Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.

How livestreaming helped AB InBev pivot during the COVID-19 crisis

Article • 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.

Anheuser-Busch InBev (Drink and beverages, alcoholic)

Article • 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.

Beer in the US

Article • Euromonitor Strategy Briefings, September 2020

A category analysis of beer in the US, including its pre-covid performance and in 2020 and beyond.

AB InBev in-house agency delivers alignment legacy shops can’t match

Article • 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.

Guinness Clear: Why Guinness dared to tell everyone to drink water when we reclaimed the Six Nations Sponsorship

Case Study • 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.

Content should aim to be part of culture

Opinion • 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.

How Molson Coors makes media strategy in a time of disruption

News • 14 July 2020

Molson Coors, the brewer, is ensuring that its media strategy is guided by corporate values and business needs alike at a time of profound disruption.

How Molson Coors chooses between digital channels in a time of disruption

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.

Lockdown and Dry(ish) July boost alcohol-free category

News • 08 July 2020

Sales of alcohol-free beverages were already growing rapidly in Australia, but lockdown and the annual Dry July month has given them an extra boost.

E-commerce holds opportunities for Budweiser

News • 06 July 2020

Budweiser, the beer brand owned by Anheuser-Busch InBev, is doubling down on e-commerce as it responds to growing consumer demand through this channel.

Behind the Winning Idea: Budweiser Whassup

Opinion • Lucy Aitken, June 2020

Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Budweiser and Anomaly New York about how they revived Budweiser's 1999 Wassup campaign and made it relevant for the COVID-19 lockdown.

Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

CPG, automotive and financial brands gain US ad share

Data • Rob Clapp, WARC Data Points, June 2020

An overview of category's share of advertising voice in the United States during the novel coronavirus (COVID-19) outbreak.

Diageo: Guinness Hero Harps

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Jubel: Creating cut through in the craft beer category

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Jubel, a beer brand, redesigned its brand packaging to represent how the product is cutting through the traditional beer category to increase sales in the UK.

Budweiser with VaynerMedia: The Official Supporter of Women’s Soccer

Case Study • SABRE Awards, Gold, North America, 2020

Budweiser, a beer brand, encouraged more sponsors and viewership of the National Women's Soccer League in the US through an online film and print ads to make fans feel guilty for not supporting such a successful team.

Guinness Clear: Why Guinness dared to tell everyone to drink water

Case Study • AME Awards, Gold, 2020

Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK by rebranding ordinary water as a Guinness drink.

SingleCut Beersmiths: Big in Japan

Case Study • AME Awards, Gold, 2020

SingleCut Beersmiths, a brewery, launched its IPA in Japan by creating packaging made of QR codes that acted as musical puzzles for consumers to solve before revealing the new brand of beer they were drinking.

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.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Evolving the alcoholic beverages category: Marketing to engage Gen Z

Article • Vicky Bullen, WARC Exclusive, April 2020

Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.