The jury might be well and truly out on how well the wine industry is marketing itself to consumers, but there are plenty of examples of how well other sectors of the drinks industry are doing. Here The Buyer picks out the Top 10 Drinks Adverts so far this year that we think are really succeeding in catching the fickle attention of their target audiences starting with our first five choices.
From whipped cream, to drinking responsibly, there are many ways for drinks brands to refresh the parts of consumers that other drinks brands cannot reach. Here’s the first part of The Buyer’s Top 10 Drinks Adverts in 2017 – one to five.
We have received an enormous response to Reka Haros’ article this week on why she thinks wine communication “sucks”. The whole issue of how to engage with the average consumer about wine has long been that industry’s achilles heel.
But that does not mean the rest of the drinks industry suffers from the same infliction. Far from it. Some of the best, most innovative, exciting and attention-grabbing advertising comes from the drinks industry. At least the beers and spirits side of it. Yes, they might have more budget, but they also have a very different approach to advertising that puts the onus 100% on the consumer. Adverts which are mini-stories in their own right where you have to wait until the very end to find out which brand is supporting it.
Advertising that is also, crucially, not just a simple 30 second TV campaign. But which are looking to mix on screen with social media, and other direct campaigns with their target consumer groups.
So to give you an idea of the kind of drinks advertising there is out there that is working and engaging with consumers, The Buyer has pulled together its Top 10 Drinks Adverts of the year. The first five you can see here. The remaining five we will post early next week. All of which audiences, both here in the UK and overseas, are quite happy, to coin a phrase, “suck up”.
1 Sella Artois Party Trick Commercial
This is the first execution for Stella Artois by highly respected advertising agency, Mother London, with its simple take on how to make great quality beer part of any summer party you are hosting. Simple as that. Short and effective with a great Tarantino-worthy backing track from Liz Brady (no not us either).
2 Heineken Guardian Fans Campaign
Here’s a campaign that maximises the potential of a major sports sponsorship like Heineken’s with the Champions League. After a series of incidents that saw high profile footballers being burgled whilst away playing in the Champions League, Heineken looked to turn a negative news story in to a positive by inviting football fans to apply to go and babysit their football heroes houses whist they are away on Champions League duty.
The above advert, created by Publicis Italy, was then shown in the grounds of Champions League matches, therefore taking their good news stories direct to the fans in the stadiums but also engaging with the footballers themselves.
3 Jagermeister and Whipped Cream
Here’s an advert that managed to convey the spirit of the brand, Jägermeister, that does not even need to include words. The images and actions do all the talking that is needed. Very subtle, very clever, a bit cheeky and perfect for the Jägermeister audience. This campaign was run in Germany and produced by local Berlin agency, LA RED.
4 UBrew: Responsibly, the Beer
We might all have read about how important the low-alcohol drinks category is, but we also know of countless of brands that tried and failed to capture any consumer interest in the category through advertising. Craft brewery, UBREW, has not only come with a brand name to change all that, but just the right irreverent tone of advert to market it. As every drinks brand is required to include “Drink Responsibly” on their packaging, UBREW has made ‘Responsibly’ its brand name. “The beer,” as the advert says, “all the other brewers tell you to drink.” Here is the story behind the award-winning campaign.
5 Martini campaign ‘Gioia di Vivere’
Could there be a better summer drinks advert to make you want to go and make yourself a drink and enjoy the sunshine with, in this case, a glass of Martini. A great soundtrack, and a story to lift your emotions and celebrate as Italians would say the “gioia di vivere” – the joy of life. It is produced by AMVBBDO and designed to bring out the Italian heritage of Bacardi-owned Martini brand. And again no words are needed.