Best Content 2017

Overall media impressions hit 1.3 billion, with headlines such as "How Tecate Won the Presidential Debate" (Time), and tweets such as "Who thought a beer ad could send a more powerful message then 90 minutes' worth of debate?

Winner

Braya U.S. and Tecate
Tecate Beer Pulls Its "Trump Card" and Builds A Wall That Unifies During Presidential Debates

There was no shortage of election-themed marcomms campaigns during 2016. Yet, few brands dared to go where Mexican beer brand Tecate, owned by Heineken, did, directly after a campaign issue.

It debuted a TV spot during a key debate night that poked fun at then-candidate Donald Trump’s pledge to build a wall on the U.S.-Mexican border.

Instead, it promised to bring people together to build a new mini wall, perfect for Mexican and American beer lovers to rest their can of beer on while they bond.

While the ad by Saatchi and Saatchi told the story visually, it was up to the PR team to amplify the conversation, but also tell the nuanced story about the brand — and beer as a unifier in an otherwise acrimonious election.

Targeting bicultural Hispanic males, agency research showed it needed to focus on social, mobile, and shareable content, but also high-quality national media. It broke the campaign into three sections: pre-debate, debate, and post-debate.

It secured top placements that appeared pre-debate, operated a debate war room to engage viewers in real time as the ad played out, and fueled massive ongoing #TecateBeerWall coverage and conversation, including on Univision’s homepage, The Washington Post, and top Mexican media, such as Expansion and Milenio.

Overall media impressions hit 1.3 billion, with headlines such as "How Tecate Won the Presidential Debate" (Time), and tweets such as "Who thought a beer ad could send a more powerful message then 90 minutes’ worth of debate?

#TecateBeerWall." Views across Tecate’s social channels hit more than 7 million. And the team did it all on a limited budget.

"A great job taking advantage of a cultural moment — a simple, clean, bold idea that struck a chord," explained one adjudicator.


Honorable Mention

PadillaCRT and Niagara Conservation
#WhatTheFlush: Disrupting the Water Conservation Conversation

For the launch of Niagara Conservation’s new high-tech, water-saving toilet, Stealth, PadillaCRT knew humor was key to breaking through on the subject of doing your business, but also saving the planet. Headlining the effort was Bravo funny lady Jenni Pulos, as well as a media tour, online videos, and a microsite — WhatTheFlush.com. The tongue-in-cheek tone pitch to consumers worked. Its marquee Potty Talk video was viewed 212,494 times and the product surpassed sales goals, with brick-and-mortar and online sales increasing by 67%.

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