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Sipsmith: Scaling up and sustaining it

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

British craft gin Sipsmith invested in a distinctive mass-media campaign to reverse declining sales, grow share and attract new drinkers.

Samsung / Aviation America Gin / Netflix: Ad-within-an-ad-within-an-ad

Rankings • WARC Creative 100, 2021

Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.

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.

SKYY: SKYY Vodka Supports Queer Voices

Rankings • WARC Media 100, 2021

Vodka brand SKYY grew brand awareness and supported the LGBT+ community in the US by working against blacklisting of LGBT+ words in publishing.

Johnnie Walker: The Worlds Most Travelled Billboard

Rankings • WARC Media 100, 2021

Johnnie Walker, the Whiskey brand, connected with India’s youth by appealing to their love of new experiences with a travelling billboard.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Ogden's Own: Relief for Utah’s Service Industry and Sanitization for the Navajo Nation

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Ogden's Own, a distillery in Utah, supported its local community during the COVID-19 pandemic by donating its March and April profits to the local Utah food and beverage community and giving away gift cards to the distillery.

High-end booze is the tipple of choice for lockdown Americans

News • 02 February 2021

Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.

Circumstance Distillery: Monker's Garkel – the world's first AI gin

Case Study • DMA (UK), Bronze, 2020

Circumstance Distillery, a distillery in the UK, used artificial intelligence (AI) to make decisions on a new combination of botanicals, name and design for a new spirit product.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

SKYY Vodka: Ending Digital Discrimination

Case Study • Rachel Lowenstein, Nisha Ashra, Dan Ottinger, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.

Chivas Brothers: Refreshing flavour – how cultural insight created category redefining flavour wheels for Chivas Brothers’ brands globally

Research Paper • MRS Awards Papers, Winner, MRS Award for Cultural Insights, 2020

Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.

Johnnie Walker: The Worlds Most Travelled Billboard

Case Study • MMA Smarties, Best in Show, X (Global), 2020

Johnnie Walker, a whisky brand, connected with young people in India over their love for travel and new experiences with its Instagram-based campaign #TheTravellingBillboard.

Jack Daniel's: Recruiting new Tennessee Honey drinkers

Case Study • Alice Brampton, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Whiskey brand Jack Daniel's ran a dynamic video campaign targeting specific potential audiences in the United Kingdom to attract new, younger consumer groups for its Tennessee Honey product.

How Absolut activates brand purpose

News • 20 November 2020

Absolut, the vodka brand, has demonstrated how brand purpose can be activated successively in different contexts with campaigns based on the notion of acting “responsibly”.

How Pernod Ricard has responded to social disruption with purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Pernod Ricard, the spirits manufacturer, has responded to social disruption with a purpose-driven mindset that feeds back to its core values.

Absolut: Born Colourless

Case Study • SABRE Awards, Gold, South Asia, 2020

Absolut, a vodka brand, launched its campaign Born Colourless in India to promote the brand while also driving global unity and striving to create a world where people look beyond their differences.

How Gordon’s turned from a woolly jumper into a dynamic challenger to net IPA Silver

Opinion • Lucy Aitken, November 2020

Diageo-owned Gordon’s gin successfully reinvented itself by behaving like a challenger, writes Lucy Aitken.

Diageo Plc (Drink and beverages, spirits)

Article • Euromonitor Advertiser Profiles, October 2020

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.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

Comfort, utility, service, purpose: How Diageo has responded to the COVID-19 pandemic

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.

Spirits in the US

Article • Euromonitor Strategy Briefings, September 2020

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

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

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

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
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.