Winner
Title: Bacardi
Media agency: Universal McCann
Media directors: Mark Middlemas, Natalie Yorke
Account director: Adam Morton
Creative agency: McCann Erickson
Marketing director: Maurice Doyle
Client: Barcardi Martini
Brand/product: Bacardi Rum
Media/brand manager: Sharon Reid
This campaign helped reverse a decade of decline for Bacardi, leading to sales of more than one million cases for the first time since 1991. The rum brand had to combat the perception that it was a bit 70s naff and, arguably worse, the drink of choice for Essex girls. The solution was to get back in touch with 18- to 24-year-olds, creating properties such as "The Bacardi VIP" party guide for Capital Radio and the "B-Bar" for festival-goers to convince young Brits that Bacardi was the drink with "party spirit".
COMMENDATION
Title: Fuller's London Pride
Media agency: Mediaedge:cia
Media director: Simeon Adams
Account director: Aaron Quinn
Creative agency: Doner Cardwell Hawkins
Creative director: Paul Cardwell
Account planner: Geoff Snowball
Marketing director: John Roberts
Client: Fuller's
Brand/product: London Pride
Media/brand manager: David Spencer
Fuller's London Pride piggy-backed the fervour of the Rugby World Cup, using a media first to tap into the passion of rugby fans. TV spots ran last in break to connect with the viewer at a "key passion point", just before England matches restarted. New technology allowed the beer brand to type the latest scores and motivational messages for fans (such as "remember Paris 1999" during the England v South Africa game) on the endframe, live. Sales in Fuller's pubs grew by 50 per cent year on year.
