Consumer Campaign of the Year 2007

Carlsberg – 2006… Probably
Carlsberg’s activity during the 2006 Fifa World Cup, as sponsor of England’s football team, was described by judges as “a big, well-executed marketing campaign, leveraged in a clean, insightful way”. The lager brand made full use of its ongoing association with the word “probably” in a highly effective way, playing on hopes for a World Cup win for England.  Central to the activity was a text-to-win competition giving consumers the chance to win one of a million branded Carlsberg glasses. This was supported by activity in the on- and off-trade, with POS material such as vouchers and scratchcards.

THE SHORTLIST 2007

Coors Breweries, Grolsch – Green Light District
Grolsch’s Green Light District activity was very effective in the on-trade. The Dutch lager brand made its presence felt throughout the UK bar scene through lighting, advertising and activity within venues themselves. Most striking was an outdoor campaign featuring maps to local participating venues.

Pernod Ricard UK – Campo Viejo
The theme and tone of Campo Viejo’s consumer activity struck a chord with judges, in part owing to strong visuals and branding. Striking material made effective use of Spain’s national colours, contributing to this campaign’s success. One judge simply said, “If I was the Spanish or Rioja generic, I’d be pleased with this campaign.”

Pernod Ricard UK, Jacob’s Creek – Welcome to our place
Jacob’s Creek’s most recent campaign was of the high standard expected from such a significant brand in the UK wine trade. One judge commented, “it would be worrying if this campaign wasn’t of this qualitative level.” That said, the brand’s “Welcome to our place” message is an effective, simple one, supported by a book by winemaker Phil Laffer, as well as extensive press activity.