Drinks (alcoholic) :: Cream – The Innovation Exchange

Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 3,000 case studies of leading marcomms innovation.

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Drinks (alcoholic)

                      What’s Hot
                      Rebranding: Easier if you just hold hands07/10/2010 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
Carling runs free-pint promotion17/05/2010 UK - Carling is sending vouchers offering a free pint to two million households in a bid to persuade more people to visit their local pub or club More

                    
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                      Latest Case Studies
                      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
                              
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Beer DesignGrolsch
South Africa
2010
Grolsch gets creative at Design Indaba South Africa 2010.

                                Rated zero stars
                              
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PaintfestSmirnoff
UK
2010
Smirnoff helps party-goers paint the town, and themselves

                                Rated zero stars
                              
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                      Samsung
The Netherlands
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