Media Awards 2004: Best Alcoholic Drinks Campaign

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.

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