Diageo AdWatch

Campaign Overview

The brand held a special event to honour female Nigerian athletes, such as Tobi Amusan and Ese Brume, who competed in the Commonwealth Games and World Athletics Championships.

The event took place in Lagos at the brand’s headquarters, and included a host of activities. The event culminated in a toasting ceremony and awarding of cash prizes to the top athletes, ranging from ₦500,000 to ₦2,000,000.

Marketing and Innovations Director of Guinness Nigeria Mark Mugisha commented on the event:
“This extraordinary occasion falls in line with our Black Shines Brightest campaign and mantra, a commitment to spotlight, celebrate and inspire black beacons across all creative walks of life. And as a brand, we strongly champion equality and inclusivity as is evident in both our hiring process and brand communications.”

Key Learnings

Guinness Nigeria’s Black Shines Brightest campaign has been active for over a year, with TV ads from 2021 aimed at celebrating black consumers in the local market. The latest initiative extends the campaign with a female-only focus, aimed at highlighting achievement and excellence among black women. The initiative, and continued investment behind it, emphasises Guinness Nigeria’s celebration of black consumers, and shows that the focus is an engrained part of its ongoing strategy.

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Campaign Overview

The TV spot focuses on Ambev’s role as a sustainable company driving the future of Brazil, creating “a future with more reasons to toast”. While highlighting its role in the country, the campaign emphasises various sustainable milestones the brand has achieved on its journey. Throughout the ad, reference is made to the fact that 100% of its breweries use renewable energy, that Ambev has the largest fleet of electric trucks in Brazil, and that it is creating 46 solar power plants by the end of 2022.

The hashtag #PorMaisRazoesParaBrindar (“more reasons to toast”) is also used, in an effort to drive conversation online.

Key Learnings

Although this new TVC features a corporate message behind sustainable claims, Ambev has been active in this area for a while. Activity seen on TV and YouTube features TV presenter Evaristo Costa, highlighting a scheme where consumers can gain cash rewards by supplying old bottles and product formats for recycling. This two-pronged approach, featuring relatable brand ambassadors and corporate messaging, reinforces the brand’s key pledge that it is dedicated to sustainable practices, and should receive positive reaction given the weight of the topic in the global agenda.

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Campaign Overview

The ad features an Irish-style jingle, communicating to consumers that Tullamore D.E.W remains consistent and ‘real’ when everything around them may begin to seem farcical.

Throughout the song, the creative makes fun of the latest online trends, factors like the rising of cost living, and early-stage tech developments such as the Metaverse. In respect to each, Tullamore D.E.W is presented as a light-hearted, enjoyable product, culminating in the tagline “an unwavering whisky in a changing world”.

The majority of the campaign will run in digital video and on social media, with supporting activity in radio and OOH titles.

Key Learnings

The campaign is largely designed to be humorous, mocking the latest online fads and trends. However, there is an interesting point made in reference to the Metaverse, drawing attention to the possible risk that while the marketing community may be embracing the technology, consumers may be left behind. Research from Wunderman Thompson Intelligence in March 2022 found that 74% of consumers had heard of the Metaverse, but only 15% felt they could explain what it is. Tullamore D.E.W’s campaign plays on the potential alienation consumers may feel in regard to the changing world, in order to push its own comedic brand identity.

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Campaign Overview

The campaign is targeted at college football fans, and allows consumers to drop off their laundry at participating bars in selected regions, giving them more time to watch the weekend’s football action. Consumers were able to sign up via a dedicated landing page for full details.

To promote the campaign, video activity has been seeded on the brand’s YouTube channel, featuring brand ambassador and ESPN presenter Kirk Herbstreit explaining the initiative. Supporting activity has also been pushed on the brand’s social channels.

Key Learnings

Helping consumers ‘chill’ has been a core element of Coors Light’s brand persona for some time. The partnership with Tide allows the brand to activate it in a unique way, relieving them of their more mundane daily tasks, while reaching key groups of sports fans in an attempt to build brand loyalty.

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Campaign Overview

The campaign takes a supportive stance, celebrating consumers’ every day acts of courage. Messaging includes phrases such as “fear is not small or big – fear is fear!” and “fear is not defined by small, medium, large or XL”, emphasising that the brand understands fear is pertinent to the individual and that different people struggle with different things.

The product is positioned as an aid to combat fear, with consumers encourages to “take a gulp of courage and devour the fear”.

Key Learnings

This latest campaign continues a theme seen in Mountain Dew’s Indian advertising over the last year. Activity on YouTube highlights previous executions in the series, including a campaign featuring Indian film star Hrithik Roshan. With this continuous focus on fear and courage, Mountain Dew is positioning itself in a supportive role to its consumers, showing that it understands their dilemmas and portraying the product as an everyday aid.

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Campaign Overview

The festival, held near Sao Paolo, ran from September 16-24, aimed at providing an immersive experience celebrating the best of rodeo traditions, live music performance and exclusive events.
As a headline sponsor, Brahma provided access to the bespoke Brahma Cabin, where consumers could enjoy VIP seating for music performances and claim free gifts.

The brand’s online ads are relatively concise, running after the event and simply asking consumers their opinion of the festival. The ads also drive consumers to brand properties online, where they can watch videos and recaps of Brahma activity. Alongside ATL, the festival has been supported on the brand’s Facebook and Instagram channels.

Key Learnings

Brahma’s activity positions it as a supporter of Brazilian culture, highlighting the individuality of the country and its unique sense of fun and celebration. Alongside the recent ads supporting the Jaguariúna Rodeo, posts on Instagram emphasise Brahma’s presence at a similar event in Barretos in August. Brahma’s strategy shows a consistent approach to running localised activations designed to connect with young consumers, and celebrate Brazil’s heritage.

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Campaign Overview

The creative itself is relatively minimalist, using ornate artistic direction to portray the drink as an accompaniment to exquisite meals. Consumers are directed online to learn more on the particular experience the brand is providing.

Via the website, consumers can sign up to tours of the brand’s wineries in Argentina’s Zonda region. As well as visiting the wineries, cuisine is a focal part of the experience; events provided include a Cuyo cooking workshop, talks from top chefs, creation of set menus at mealtimes and a variety of weekly tasting and pairing exercises.

Key Learnings

Highlighting food pairings is a key technique in the Wine category, while we are also seeing more and more offers of experiences related to place of origin. In September we featured a campaign from Consorzio Tutela del Prosecco DOC, the organisation responsible for protecting the area of controlled origin for Prosecco, which released digital video promoting core highlights of the Dolomites region. This new campaign from Lagarde shows that these techniques are used internationally, with the brand leveraging the unique geography that creates its wine as an avenue for driving tourism and brand interest.

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