The Beer Store highlights how, from lager drinkers to hard seltzer fans and barbecue fans who want pilsners, there’s something for everyone available at its store in its latest ad campaign.
The campaign, titled “Whatever the Case May Be,” from Toronto-based agency King Ursa, rolled out a series of four 15-second videos. Each shows how, whatever the occasion, there’s something people can pick up in store – with customers singing along to the tune of The Colonel Bogey March.
The campaign is further supported by contextual social, digital and in-store ads with messages such as: “When was the last time you had a drink?”, “Looking for cold singles in your area? ” and “Find the beer you didn’t know you were looking for.”
King Ursa and The Beer Store’s media agency, OMD Worldwide, are working closely on the campaign to reach new consumers.
“We know that consumer tastes and buying behaviors vary as much as the culture and landscapes of this amazing province. So we knew we had to appeal to a large and diverse audience,” said Natasha McVie, Marketing Director at The Beer Store.
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Ryan Calhoun, Associate Director of Strategy at OMD, added, “In an effort to revitalize our brand in the Ontario market, our strategy was to reach a younger audience than our primary historical consumer. The media landscape has changed dramatically in recent years. , especially with our new millennial target.
“In order to connect with this group and drive brand awareness, we needed to review our go-to-market approach and review our media mix. Our proprietary media tools have helped us optimize our channel selection to include digital video and gaming platforms, providing additional reach and building brand relevance. »