The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Beverage Online Ad
What better way to greet and entertain guests than with a real, perfectly mixed cocktail? And it’s even better if one doesn’t have to perfectly mix that cocktail themselves. Enter Cutwater, the #1 spirits-based canned cocktail brand in the U.S. In this campaign, Cutwater and its agency Starcom partnered with Infillion to highlight the brand’s portfolio of canned cocktails in an interactive ad that shows just how diverse their line-up is. This experience took the form of a Content Collection, a patented Infillion engagement ad format for streaming video that allows the user to explore at their own pace. First, a brand video plays upfront. Then, Cutwater presents multiple paths, each corresponding to one of their cocktails: Lime Margarita, Tiki Rum Mai Tai, Vodka Mule, and Tequila Paloma. Clicking a can reveals more about the cocktail and ingredients, and a CTA is present throughout the experience to drive the user to shop for Cutwater. Users who were served this unit watched the brand video at an almost-perfect VCR. They spent 48 seconds in the engagement – well over 50% more than the minimum of 30 seconds – interacting an average of 2.2x while exploring the different cocktail paths. The click-through rate of 2.9% speaks for itself… this ad clearly had users thirsting for a perfectly mixed cocktail from Cutwater.
Contributors:
INFILLION
Location: United States