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Diageo: Message in a Bottle

Case Study • DMA (UK), Silver, 2021

Diageo, an alcoholic drinks brand, increased sales during the COVID-19 pandemic by introducing personalised audio messages to online purchases.

Pernod Ricard’s Ann Mukherjee: “Brands have to tell timeless stories in timely ways”

Opinion • WARC, December 2021

Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA

Kahlua: Transitioning kahlúa to consumer-led growth

Case Study • MRS Awards Papers, Finalist, New Consumer Insights, 2021

Kahlúa, a coffee liqueur brand, launched an in-depth query to grow market share and brand equity in key locations by targeting a new audience globally.

Tanqueray: #FFAB60 – Searching for the special colour of Seville

Rankings • WARC Effective 100, 2021

Tanqueray, a gin brand, implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Pernod Ricard’s Pam Forbus: Doubling down on brand trust

Opinion • Cathy Taylor, October 2021

Pam Forbus, Chief Marketing Officer of Pernod Ricard North America, talks to WARC US Commissioning Editor Cathy Taylor as part of Marketers Toolkit 2022. Forbus discusses the company’s focus on moving to where consumers will be, the surge in interest in at-home cocktails, and blending branding with e-commerce. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Helping Ballantine's find its soul

Case Study • APG (UK), Entrant, 2021

Ballantine's, a scotch whisky brand, launched a worldwide campaign to drive growth and contribute towards becoming a top 10 global spirit brand by 2025.

Jim Beam: Shakin’ Hands & Talkin’ to Folks - How planning placed a premium on the ordinary

Case Study • APG (UK), Entrant, 2021

Jim Beam, the whisky brand, launched a campaign in America to protect the long-term profitability of the brand and change the way it was perceived.

From dusty liqueur to vibrant treat: How shifting categories transformed Baileys’ global fortunes and guaranteed its future

Case Study • APG (UK), Bronze, 2021

Baileys, a liqueur brand, launched a paper to demonstrate its long-term creative strategy to increase relevance and perceptions of the brand's versatility.

Getting in Early Doors: How we helped Jägermeister focus on the off-trade before the pandemic made it a necessity

Case Study • APG (UK), Entrant, 2021

Jägermeister, a liquor company, launched a campaign in the UK to increase off-trade sales and volume and value of the alcohol by increasing occasion penetration.

Old Forester: Turning lemons into derby mint juleps

Case Study • Jay Chiat Awards, Silver, Brand Pivot Strategy, 2021

Old Forester, a bourbon whisky brand, increased sales by capitalising on the cancellation of the Kentucky Derby in the US.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Bronze, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

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.

Sipsmith: Crossing the Chasm

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Sipsmith, a gin brand, grew penetration in the UK with its campaign We Make Gin, Not Compromises.

Stillhouse: Unbreakable OOH

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

Stillhouse Spirits Co, a whiskey brand, relaunched its brand in the US as one that comes in an aluminium can instead of a glass bottle.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Advertiser Profiles, July 2021

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Wray & Nephew x Kano

Case Study • SABRE Awards, EMEA, Gold, 2021

Wray & Nephew, a rum brand, increased sales in the UK by hosting a live music event with the British-Jamaican musician Kano.

Crown Royal: Igniting a spirit of generosity

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

Crown Royal (Crown), a premium Canadian whiskey producer, launched a campaign in Canada and the United States to reinterpret its royal status and attract a new generation of consumers.

Johnnie Walker: Keep Walking

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

Johnnie Walker, the whisky brand, stayed connected with the new generation of drinkers during the pandemic in Indonesia.

Johnnie Walker: Price in surround sound – 360

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

Whiskey brand, Johnnie Walker, adapted its pricing and marketing approach to suit the COVID-19 market trends in Kenya.

Tanqueray: Searching for the special color of Seville

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

Tanqueray, a gin brand, implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Johnnie Walker: Blue Label

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

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

Pernod Ricard: The time we have left

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

Pernod Ricard, an alcoholic beverages company, developed an algorithm that calculated the amount of time people have left with their loved ones and launched a film to promote the liquor Ruavieja in Spain.

BrewDog: LoneWolf Gin Re-brand

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

BrewDog, a brewery and pub chain, increased sales of its LoneWolf gin brand in the UK by redesigning its bottle with an attention-grabbing wolf graphic crafted from botanicals that make up the gin.

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:
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.
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.
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.
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.
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.