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The best advertising, promotion,
packaging and merchandising materials
in the beverage alcohol industry today.
T
he Beverage Dynamics Advertising &
Promotion Awards competition is meant
to highlight a broad array of innovative
merchandising and advertising programs introduced during the past year
(officially from April 2005 to June 2006). As we all
know, the beverage alcohol industry has thrived
through the years by successfully adapting to the
challenges of changing market conditions, by either
creating exciting new products or by re-positioning
already established brands in more advantageous
ways. Obviously, beverage alcohol suppliers collectively spend many millions of dollars annually to
create and grow their brands. It is an industry-wide
effort supported by innovative merchandising and
ingenious advertising programs introduced each
year. Initially, the liquid in the bottle must pass
muster, and satisfy the consumer group or groups to
which the brand is targeted. Then a vast collection
of creative talent takes over, contributing to the initial — and ongoing — success of brands, as marketers constantly seek to present brands that distinguish themselves from similar products on retailers’
shelves.
This is the 22nd year of the competition, and once
again, the results show how impressive these efforts
are. As we’ve said here before, the investments that
companies make in packaging, advertising, merchandising and promotion for their various brands are
instrumental in directing consumers toward certain
products. In fact, there are numerous examples of how
a fresh advertising campaign or a redesigned package,
for example, helped invigorate a brand. These efforts
can often make or break a product, and signal why
companies continue to spend millions of dollars in the
creative arena.
This year, our panel of judges — listed at the end of
this article — includes 10 well-respected members of the
advertising, marketing and design communities. Once
again, they graciously gave of their time, experience and
energy, and we’d like to acknowledge their participation.
As in every competition of this sort, choosing the winners is not an easy task, especially in the categories with
a number of exceptional entries. The following pages
are meant to showcase those winners and the companies
behind our industry’s best advertising, packaging, promotions and merchandising materials.
— Richard Brandes
Beverage Dynamics • www.adamsbevgroup.com • November/December 2006 • 53
ADVERTISING & PROMOTION AWARDS 2006
PRINT AD, CONSUMER
FIRST PLACE
Brand: Jack Daniel’s Tennessee
Whiskey
Company: Brown-Forman Corp.
Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Michael Smith
Copywriter: Greg Vogler
Art Director: Corey Fauier
SECOND PLACE
Brand: Jack Daniel’s Tennessee
Whiskey
Company: Brown-Forman Corp.
Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Mark Ray
Copywriter: Dave Swaine
Art Director: Michael Smith
THIRD PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Michael Smith
Copywriter: Greg Vogler
Art Director: Corey Fauier
PRINT AD, TRADE
FIRST PLACE
Brand: PAMA Pomegranate Liqueur
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Reid Hafer
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Art Director: Gerry Ulrich
Copywriter: Lynne Mlady
SECOND PLACE
Brand: Bernheim Wheat Whiskey
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Kristin Jackson
Agency: Keller Crescent Co.
Creative Director: Pat Fagan
Art Director: Gerry Ulrich
54 • Beverage Dynamics • www.adamsbevgroup.com • November/December 2006
THIRD PLACE
Brand: Two Fingers Tequila
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Reid Hafer
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Copywriter: Lynne Mlady
Art Director: Bill Shuman
ADVERTISING & PROMOTION AWARDS 2006
PRINT CAMPAIGN, CONSUMER
FIRST PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman
Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Michael Smith
Copywriter: Greg Vogler
Art Director: Corey Fauier
PRINT AD, SMALL SPACE
SEOCND PLACE
Brand: Jack Daniel’s Tennessee
Whiskey
Company: Brown-Forman
Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Michael Smith
Copywriter: Greg Vogler
Art Director: Corey Fauier
SPECIAL SUPPLEMENT/INSERT
FIRST PLACE
Brand: Absolut
Company: Absolut Spirits Co.
Marketing Director: Carol Giaconelli
Agency: G2 Worldwide
Creative Director: Michael Clarke
Art Director: Maria Samodra
Copywriter: Jenny Eggers
FIRST PLACE
Brand: Evan Williams Single Barrel
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Kristin Jackson
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Copywriter: Pat Fagan
Art Director: Gerry Ulrich
THIRD PLACE
Brand: Jim Beam
Company: Beam Global Spirits & Wine
Marketing Director: Keith Neuman
Brand Manager: Brian Addison
Agency: Energy BBDO
Creative Director: Juan Perez
Copywriter: Mike Roe
Art Directors: Frank Dattalo,
Steve Denekas
SECOND PLACE
Brand: Jamba Juice
Company: Jamba Juice
Marketing Director: Sarah McCrea
Agency: Zipatoni
Creative Director: Laura Johnston
Copywriter: Amy Wooters
Art Director: John Gallagher
Beverage Dynamics • www.adamsbevgroup.com • November/December 2006 • 55
ADVERTISING & PROMOTION AWARDS 2006
HOLIDAY/SPECIAL AD
SECOND PLACE
Brand: Absolut Vodka
Company: The Absolut Spirits Company
Marketing Director: Carol Giaconelli
Agency: G2 Worldwide
Creative Director: Michael Clarke
Copywriter: Jenny Eggers
Art Director: Orna Navon
FIRST PLACE
Brand: Absolut Vodka
Company: The Absolut Spirits Company
Marketing Director: Carol Giaconelli
Agency: G2 Worldwide
Creative Director: Michael Clarke
Copywriter: Jenny Eggers
Art Director: Maria Samodra
THIRD PLACE
Brand: Miller Lite
Company: Miller Brewing Company
Brand Manager: Mike Morales
Creative Director: Chris Martiniano
Copywriter: Chris Martiniano
Art Director: Raul Vallines
Senior Account Manager: Katie Rinka
NEW PRODUCT AD
FIRST PLACE
Brand: Bernheim Wheat Whiskey
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Kristin Jackson
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Copywriter: Pat Fagan
Art Director: Gerry Ulrich
TV CAMPAIGN
FIRST PLACE
Brand: Corazon Tequila
Company: Sidney Frank Importing
Marketing Director: Danielle Friedman
Brand Manager: Danielle Friedman
Agency: Devito/Verdi
Creative Director: Sal Devito
Copywriters: John Devito and Sal Devito
Art Directors: Manny Santos and Sal Devito
56 • Beverage Dynamics • www.adamsbevgroup.com • November/December 2006
ADVERTISING & PROMOTION AWARDS 2006
INDIVIDUAL TV COMMERCIAL
SECOND PLACE
Brand: Corazon Tequila
Company: Sidney Frank Importing
Marketing Director: Danielle Friedman
Brand Manager: Danielle Friedman
Agency: Devito/Verdi
Creative Director: Sal Devito
Copywriters: John Devito and Sal Devito
Art Directors: Manny Santos and
Sal Devito
FIRST PLACE
Brand: Corazon Tequila
Company: Sidney Frank
Importing
Marketing Director:
Danielle Friedman
Brand Manager:
Danielle Friedman
Agency: Devito/Verdi
Creative Director:
Sal Devito
Copywriters: John
Devito and Sal Devito
Art Directors: Manny
Santos and Sal Devito
THIRD PLACE (TIE)
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Director: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Mark Ray
Copywriter: Dave Swaine
Art Director: Michael Smith
THIRD PLACE (TIE)
Brand: Jim Beam
Company: Beam Global Spirits & Wine
Marketing Director: Keith Neumann
Brand Manager: Brian Addison
Agency: Energy BBDO
Executive Creative Director: Marty Orzio
Copywriter: Mike Roe
Art Director: Frank Dattalo
SPECIAL VIDEO
SECOND PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Marketing Director: John Hayes
Brand Manager: Mark Bacon
Agency: Slingshot, LLC
Creative Director: David Coats
Art Director: Dan Grimsley
Interactive Marketing Director: Gail Koach
FIRST PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Marketing Director: Mark Bacon
Agency: The Hive Strategic Marketing, Inc.
Art Director: Jennifer Bennett
THIRD PLACE
Brand: PAMA Pomegranate Liqueur
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Reid Hafer
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Copywriter: Lynne Mlady
Art Director: Gerry Ulrich
Beverage Dynamics • www.adamsbevgroup.com • November/December 2006 • 57
ADVERTISING & PROMOTION AWARDS 2006
OUTDOOR/TRANSIT AD
FIRST PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Dave Swaine
Copywriter: Marc Chechik
Art Director: Courtney Kempf
SECOND PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Director: Mark Bacon
Agency: Arnold Worldwide
Copywriter: Lori Jones
Art Directors: James Adame and Ryan Smith
Creative Director: Michael Smith
THIRD PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Manager: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Michael Smith
Copywriter: Lori Jones
Art Director: James Adame
RADIO SPOT
FIRST PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Director: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Dave Swaine
Copywriter: Wade Paschall
SECOND PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Director: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Wade Paschall
Copywriter: Greg Vogler
THIRD PLACE
Brand: Jack Daniel’s Tennessee Whiskey
Company: Brown-Forman Corp.
Global Marketing Director: Jim Murphy
Brand Director: Mark Bacon
Agency: Arnold Worldwide
Creative Director: Wade Paschall
Copywriter: Greg Vogler
OUTDOOR/TRANSIT CAMPAIGN
FIRST PLACE
Brand: St. Pauli Girl
Company: Barton Beers, Ltd.
Marketing Director: Fred Graefenhain
Brand Director: Tom Willett
Agency: Nonbox
Creative Director: Greg Bell
58 • Beverage Dynamics • www.adamsbevgroup.com • November/December 2006
ADVERTISING & PROMOTION AWARDS 2006
NEW PRODUCT PACKAGING
SECOND PLACE
Brand: p.i.n.k
Company: High Energy Holdings
Marketing Director: David Mandell
Brand Manager: David Mandell
Agency: The Bailey Group
Creative Director: Dave Fiedler
Art Director: Steve Perry
Designer: Christian Williamson
FIRST PLACE
Brand: PAMA Pomegranate Liqueur
Company: Heaven Hill Distilleries
Marketing Director: Kate Latts
Brand Manager: Reid Hafer
Agency: Keller Crescent Co.
Creative Director: Randall Rohn
Copywriter: Lynne Mlady
Art Director: Gerry Ulrich
THIRD PLACE
Brand: El Diamante del Cielo Tequila
Company: Blavod Extreme Spirits
Brand Manager: Kathleen Luzzi
Graphic Artist: Billy Nichols, Image Juice
REDESIGNED LABEL/PACKAGING
SECOND PLACE
Brand: EOS
Company: EOS Estate Winery
Marketing Director: Christopher Vix
Creative Director: Mark Folkrod
FIRST PLACE
Brand: St. Pauli Girl
Company: Barton Beers, Ltd.
Marketing Director: Fred Graefenhain
Brand Manager: Tom Willett
Agency: Michael Gournoe
Creative Director: Michael Gournoe
THIRD PLACE
Brand: Tsingtao Beers
Company: Barton Beers, Ltd.
Marketing Director: Fred Graefenhain
Brand Manager: Tom Willett
Beverage Dynamics • www.adamsbevgroup.com • November/December 2006 • 59