The document discusses several marketing campaigns for various alcohol brands. It provides brief descriptions of campaigns for Crown Royal whiskey, Husky moist smokeless tobacco, and Red Seal moist smokeless tobacco. The campaigns aimed to increase sales and visibility for the brands around holidays, sports events, and by highlighting product attributes. Many of the campaigns successfully increased sales and generated awards.

1. Create innovative and ownable holiday gifting visibility that cut Create a an ownable icon from the famous purple bag, and
treat it as an insider hint at the perfect gift.
With over 50% of Crown Royal Sales occurring during the holidays,
it seemed to be an already obvious, and coveted choice.
Became one of the most successful visibility campaigns in
Crown Royal history. Product sales increased, as did the
sales of the in-store visibility, which ran for 3 years.
Connceticut Ad Club
Poster Bronze Award Print Poster
Communicator Award of DistinctionCommunicator Award of Distinction
Best POP
Silver Summit Award
Promo Magazine & Website

2. Create a football program that steals from the beer occasion, but
does so in a more premium and upscale way.
Challenge football watching consumers to bring their gameday trash-talking up
to Crown Royal worthy status.
Elevate aspects of the more “knuckle-dragging” game watching
experience to that of an art.
To date, this is the highest selling promotion in Crown Royal history. In
store POS sales spiked, local activation and interest was amazing, and in-
store display space increased dramatically.
Business to Consumer
Communicator Award of Distinction

3. BROCHURE & INFO SHEETS
BOOK CONTENTS & CUSTOM POS DISC

7. CONCEPT WORK

11. CAMPAIGN MESSAGING

13. Create a visual and communication that offered its new plastic bottle as a
useful and timely offering from Crown Royal.
Directly link the consumers love of Crown Royal to their love of the
outdoors.
a big part in the consumer mind-set, it was previously impossible to
conveniently carry Crown Royal.
Sales of the shatterproof PET bottle did very well in key test markets, but a
national distribution plan has not yet been developed.
Communicator Award of Excellence
Communicator Award of Excellence

16. INTERACTIVE EXPERIENCE

17. Revitalize Crown Royal’s NASCAR program, which was experiencing a
decline in consumer interest, after running the same program for 4 years.
Give real race fans an opportunity to live their dream; get on the track
and see if they had what it took to race a champion.
spirits company with a NASCAR sponsorship, it was time to do
something big.
Although this program is not due to pay-out until later in 2010, results are
good. Consumer entries are up from last year, local clusters are supporting
the program, and the Brand is experiencing a sales spike in track-towns.

18. Create a cohesive strategy that leveraged the whole Crown Royal portfolio
as a group.
Give consumers a reason to step out of their comfort zone, secure in the
knowledge that there is a Crown Royal variant for all of their needs and moods .
Although most adorers know that Crown Royal produces several
marques, they usually just stick to what they know.
The creative execution has become a “standard” for measuring premium
cues for Crown Royal visibility. Portfolio sales did increase, even more so
during the holiday season.

21. Create a voice that would give a small brand a big presence in the
already oversaturated Moist Smokeless Tobacco category.
Offer the target consumer an opportunity to prove themselves in a bold way, as
only Husky could give them.
singularly bold promotional experience.
Generated over 10,000 entries, as well as many thousands of unique
visitors to their web site. The updated web site videos were watched
repeatedly as consumers followed along.
Silver Reggie Award
Regional Program over 1MM

22. Create a way to get consumers to understand that Red Seal was a
category leader n the value-brand MST market.
Educate consumers on what 25% more could mean to them, by showing how it
could affect their lives.
Red Seal was already known as a more premium product in the
value category, and with its larger can, it was by far a better deal.