Effie awards
brief of effectiveness
RheingoldBeer
Brand name: Rheingold
Product type or description: beer
category for this entry: Beverages/Alcohol
Campaign Title: RheingoldBeer
Agency: Powell
Client: Rheinhold Brewing Co.
Marketing Challenge
1950년대 레인골드는 뉴욕 시민들과 함께 자리 잡고 있었다. 지역적, 국가적 인사들이 레인골드의 맥주양조를 승인
Challenge
1883
독일맥주업자 라이브만 형제가 미국에 양조공장을 세움
1914
700,000 barrels생산
1933
1차 세계대전으로 인해 알코올 생산과 무역금지
알코올 생산 합법화
1950
Miss RheinGold 콘테스트로 시장점유율 30%
1976
안호이져부시, 밀러 등 큰 맥주회사로 인해 지역맥주 위기
위기 상황 지속
RheinGoldbeer 런칭
A rail-rider comes chugging along the tracks. Aboard is ARNIE WESTRUM, a big man in a strappy T-shirt and chino pants. He is drinking beer.
ARNIE (sings)
My beer is Rheingold the dry beer...
Think of Rheingold whenever you buy beer...
He drains the rest of his own bottle of Rheingold and tosses it to one side. Up ahead we see a switching point.
ARNIE throws the rail-rider into neutral, opens the
Down To Earth Script
Hello, Becky! Hey, Tiger! Hi, Mrs Ross, Mr Ross. How are you?
- Deliveries in the back. - Excuse me?
- You heard me: deliveries in the back. - Why do you think Im a messenger?
No, really. Why do you just assume Im a messenger?
Is it impossible for me to have a friend that lives here?
To have an old college chum that lives upstairs?
That Im coming by to see just to talk about
Rheingold Beer
레인골드 보고서
