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2006 Award Winner – Consumer Campaign
The Stormhoek Way, Orbital Wines
Described by the judges as “trail-blazingâ€, Orbital Wines took an entirely new approach to consumer marketing for its Stormhoek South African wine brand. The company utilised one of the fastest-growing resources, the internet,
to create awareness and drive sales. How? By sending samples to UK “bloggers†– that’s writers of web-based diaries to the uninitiated – who then got the internet buzzing with their words and pictures of the wine. Hits on the Stormhoek website have gone from under 500 a month to over 90,000, which has been reflected in a 20% share of £5-plus South African market in the UK. Praising Orbital Wines for its innovation, the judges commented: “Very few wine companies are taking these kinds of risks with their marketing.â€
The Runner Up 2006
CobraVision, Cobra Beer
Another innovative and original campaign, CobraVision gave UK consumers the chance to enter a short film competition, with winning entries screened during the ITV2 and ITV3 Cobra sponsorship movie indents (now also extended to ITV4). Commended by judges as
“relevant to the moment and the audienceâ€.
The Shortlist 2006
Beer from the Coast, Adnams
Described by judges as an “intelligent and engaging†campaign, this strategy aimed to make the heritage of cask ale relevant to modern UK consumers, combining advertising with packaging and POS merchandise.
Bunnahabhain Whisky, Burn Stewart Distillers
A highly targeted trial/tasting campaign, successfully carried out in association with website 5pm.co.uk, an on-line restaurant reservation service, in Glasgow and Edinburgh.
Campari and Catwalks, Fior Brands
An event-based campaign consisting of eight fashion shows attended by over 3,000 consumers. Judges thought that the campaign was well targeted towards its 25- to 35-year-old ABC1 female market.
Chivas Regal 12, Chivas Brothers
An extensive global campaign devised to raise the profile and drive sales of Chivas, with execution suited to local whisky markets.
Taste of England, Chapel Down
Praised by the judges for its innovation within the English wine category, Taste of England was a successful product-led campaign.
Taste Matters, Taste Mateus, First Drinks Brands
A high-profile campaign which helped to drive the rosé category as a whole, as well as sales of Mateus. Judges commented on its targeted product innovation.
© db May 2006