Drinks (alcoholic) :: Cream – The Innovation Exchange

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Drinks (alcoholic)

                      What’s Hot


                      Jury chair confirmed for Festival of Media Awards 2011





05/01/2011 NEWS - Jenny Ashmore, global marketing capability officer at Mars Inc. has been announced as the Chair of the Jury for the Festival of Media Awards 2011. More
Rebranding: Easier if you just hold hands





07/10/2010 OPINION - John Wynne on evolutionary, revolutionary and potentially disastrous rebranding exercises. More
"People like their products to come from a clear somewhere"03/09/2010 OPINION - Provenance and Marketing: Robin Lauffer discusses the nature of brand heritage. Should brands proclaim their history proudly? Or does trading on past successes come with unwanted baggage? More
Cellar re-discoveries: When heritage brands make a comeback.12/07/2010 OPINION - Cream writer Mark St Andrew examines how brands in the alcohol sector can leverage their own heritage in modern marketing strategies. More
Planet versus profit: The CSR dilemma07/07/2010 Pepsi made a big statement this year when it pulled its $20 million Super Bowl ad and invested the money in a socially responsible community project. More
World Cup sponsors recover from competitor "ambushes"06/07/2010 GLOBAL - Official World Cup Sponsors have recovered from competitor ambushes, such as Nike's popular football viral, during the first two weeks of the tournament, according to a new report. More
Beer brands should be wary of price promotions05/07/2010 US – Beer shipments are down, but consumer research shows that pricing strategies are not the way forward. More
SABMiller Russia launches beer aimed at women29/06/2010 RUSSIA - SABMiller Russia is to launch a new beer brand Essa, aimed at women. More
Heineken rolls out personalisation tool01/06/2010 Heineken has rolled out a bottle customization tool, following a successful trial in the Netherlands last year. More
Carlsberg launches football tour in Malaysia26/05/2010 MALAYSIA - Carlsberg has launched a major marketing initiative to capitalise on the brand's position as the official beer of the England national football team ahead of the World Cup which starts in just over two weeks. More

                    
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                      Latest Case Studies


                      GoldfingerNorrland's Guld
Sweden
2010
Swedish beer brand takes pub games into the digital age.

                                Rated zero stars
                              
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Find the DJHeineken
EMEA
2011
Heineken continues to build its credentials with clubbers

                                Rated zero stars
                              
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Be part of itMiller Genuine Draft
Korea
2010
Miller Genuine Draft takes advantage of Korea’s online obsession.

                                Rated five stars
                              
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Online pubDreher
Hungary
2010
Dreher provides like-minded drinkers with a place to make friends.

                                Rated zero stars
                              
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Weather in briefsSkol
Brazil
2010
Skol delivers the weather in a sexy new way.

                                Rated zero stars
                              
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King of CannesStella Artois
France
2010
Stellar issues a finders fee for it's missing ambassadeur.

                                Rated zero stars
                              
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Slow the paceKronenbourg 1664
UK
2010
Kronenbourg encourages drinkers to take it easy, and reworks a classic tune.

                                Rated zero stars
                              
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Prince of PartiesCarlsberg
Sweden
2010
Carlsberg tells Swedish men how to ‘look cool and pull at parties’.

                                Rated zero stars
                              
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The beautiful beerPeroni
South Africa
2010
Peroni sponsors the Italian national football team with style.

                                Rated zero stars
                              
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Chilled to perfectionCastle Lager
South Africa
2010
Castle Lite beer sets up a mobile Ice Bar to promote its low-temperature beer.

                                Rated zero stars
                              
Read more

                    
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                      Staropramen
Czech Republic

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Right Brain, Left Brain BlogA dream team of industry pioneers from around the world share their expert opinion
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Iran Claims London 2012 Olympics Logo Spells 'Zion'The News: The Iranian government filed a formal complaint to the International Olympic Committee (IOC) about the London 2012 Olympics logo, stating that it spells the word ‘Zion’. Although the term ‘Zion’ has a variety of different connotations, it is...
Elliot Polak
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Del Monte goes bananas!Del Monte has announced plans to offer bananas in plastic wrappers to slow down the ripening process. To be frank, this is ludicrous, particularly when you look at where they plan to offer the newly packaged products. Consumers buying fruit...
Greg Vallance
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Campaign of the week: Red Bull art mapRed Bull | Loducca | Brazil Red Bull and street art go back a long way. Back in 2006 the energy drink was involved in street art projects in Germany and Amsterdam, and the “Art of Can” series of exhibitions...
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How To...Cream guides that help you navigate the changing communications landscape.
Use gaming as a marketing platformCream looks at how brands can successfully use gaming to engage with and entertain consumers
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