Rolling Rock
ANHEUSER-BUSCH COS.
GOODBY, SILVERSTEIN & PARTNERS
Jeff Goodby Creative Dir.
Will McGinness Art Dir.
Ronny Northrop Copywriter
Steve Dildarian Copywriter
Will Elliott Copywriter
Frank Aldorf Art Dir.
James Horner Producer
Tod Puckett Producer
Tanin Blumberg Acct. Dir.
Matt Herrmann Brand Strategist
ANHEUSER-BUSCH COS. (Media)
RON STABLEHORN
This campaign proves that really bad advertising can be very,
very effective. Rolling Rock was losing loyal drinkers because of
a controversy stemming from the purchase of the brand by Anheuser-Busch. The conversation was changed by blunting the real
controversy with a fake one. An integrated campaign surrounding
a fictitious marketing director, Ron Stablehorn, and his dramatic
errors of judgment ultimately proved to consumers that Rolling
Rock is a great beer that will always triumph over the worst of
corporate marketing.
SILVER WINNERS
Svedka
SPIRITS MARQUE ONE
SPIRITS MARQUE ONE IN-HOUSE
Marina Hahn Mktg. Dir.
Tom Campbell Creative Dir.
Kirsten Modestow Art Dir.
Daniel Maiman Mktg. Consultant
AMALGAMATED NYC
Jason Gaborio Part.
VOTED NO. 1 VODKA OF 2033
With more than 260 new vodka brands being launched over a four-year period, Svedka wanted to stand out and become a brand
with industry impact. Svedka’s marketing goal was to create a
totally different kind of spirits campaign, positioning the brand as
the category iconoclast, as a cheap chic challenger, like Target
or JetBlue, thereby reinvigorating sales to hold steady at greater
than 50%. The path to get there was to own the future of adult
entertainment.
