We continue our Top 10 Drinks adverts of the year by looking at how some of the biggest names in the business are adapting and listening to consumers to ensure their brands are in tune with how they are behaving and what they are thinking.
In such a cut throat competitive world of drinks advertising you are only as good as your latest campaign. You only have to look at the graveyard of drinks brands from Carling Black Label to Holsten Pils to understand that. Brands that were seen at the trendsetters of their day that are now nowhere to be seen. Yes, those particular brands may have fallen due to the strategies of their parent companies, but brands that continue to grow and succeed also have longstanding advertising campaigns that change and adapt with the brand too.
So it takes something to keep long-stranding brands constantly in the public eye, capable of bringing out another advertising campaign that keeps old and new audiences happy. The second half of our Top 10 Drinks Adverts of the year demonstrates how some of our most famous beer and spirits brands are trying to keep themselves relevant today’s drinkers and consumers.
6 Absolut “Equal Love” Campaign
This is as brave, daring and uplifting as they come. On paper the idea of different couples from, different backgrounds and sexuality showing their love by kissing is nothing new. But if one kiss is then taken on by a new partner to another, then it takes on a very different meaning. One that helps Absolut Vodka shows its support for inclusivity and LGBT rights. The advert, made by Bartle Bogle Hegarty, shows men and women of all ages and ethnic backgrounds, lifestyles and walks of life taking part in a choreographed kissathon. All played out to the The Crystals 1960s hit, There’s No Other (Like My Baby) with the pay off line of being “In support of equal love since 1879”.
7 Guinness Rise
Guinness must go down as the U2 of the drinks advertising world. Constantly being able to change, adapt and come up with an offer and a look that appeals to the masses, but still to critical acclaim to. This latest campaign comes from Singapore and is part of Guinness’ “Made of More” campaign from BBDO. It features professional surfer, Luke Landrigan, and tells the story of how he turned the small Philippines fishing village of San Juan into a surfers’ paradise. It’s all about celebrating individuals that carry the same values of Guinness through powerful story telling. And it works time and time again.
8 Lidl Craft Beer
Yes, you did read that right. Lidl and craft beer. This advert comes all the way from Slovakia and really is a stand out in our Top 10. It also shows how adaptable the Lidl brand is in markets where it is far more established and not just seen as the up and coming discounter. It also shows how retailers when they concentrate on engaging with their shoppers can really lead the way.
9 Budweiser Born The Hard Way
A great example of what you can achieve in a minute’s of TV advertising. This Budweiser campaign was one of the star turns from all the adverts released for this year’s Super Bowl and taps right in to the history of America, the pioneer spirit and how those who work hardest and believe the most can make their dreams come true. All in 61 seconds. It’s already being heralded as a classic and its only six months old.
10 Amarula Ivory Tracker
Arguably we’ve saved the best until last. At least in terms of a powerful, attention-grabbing story. It’s also not what you would expect from the Amarula brand which it makes even more of a stand out performer. It follows the story of an African game park warden looking to track where stolen elephant ivory goes to. With surprising results. It also demonstrates how drinks brands can also step out from the drinks fixture and look to play their party in wider society issues.
- Note: you may well have noticed our Top 10 adverts does not include any wine advertising. We did not set out to only include beers and spirits campaigns, but they ended up being the ones that most caught our attention for looking to really engage with their target audiences. If you have seen a wine campaign that you think should be in a similr Top 10 then please let us know and post it on social media and tag us in at @TheBuyer11 and we would be happy to share it.
