The Beer Store’s musical number reminds Ontarians that there is something for everyone

King Ursa’s brand campaign solidifies the nearly century-old retailer’s status as the province’s premier destination for all things beer and more

Coming at the thirstiest time of the year, a joyous new brand campaign has been created for The Beer Store by King Ursa. The campaign is the Toronto-based agency’s first for The Beer Store since being named AOR in November, and was created to remind both long-time customers and a whole new audience that not only is it is Ontarians’ favorite destination, but there’s more than beer in store for you.

From joggers who love lagers to hard seltzer lovers, to barbecue lovers looking for the perfect pilsners to accompany their food, there are as many types of drinkers as there are options available at the Beer Store. As the province’s premier beer retailer celebrates its 95th anniversary this year, it wanted to emphasize to consumers that no matter where you are, who you’re with or what situations you find yourself in, The Beer Store has cold weather that’s right for you. you – ‘Whatever the case’.

The “Whatever the Case May Be” platform was created to be proprietary and contextual for any audience in any location for years to come. It has been designed to give the brand long-term creative and strategic flexibility by allowing it to speak to existing and new audiences about The Beer Store’s growing selection of products and their relevance for all kinds of drinking occasions.

The integrated campaign is led by a series of four 15-second videos and is supported by contextual social, digital and in-store ads that serve to reach audiences with messages such as “When was the last time you drank times something for the first time??”, “Looking for cold singles in your area?” and “Find the beer you didn’t know you were looking for.” In this ever-changing retail environment, it was important to remind Ontarians that The Beer Store’s selection of over 1,000 beers now includes seltzers, radlers and hard teas available in everything from single cans to 2-4s.

“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,” says Natasha McVie, Marketing Director at The Beer Store. “Through our brewers, we continue to expand our selection year after year, so Ontarians can count on us for a wide assortment of beers, flavor innovations and ready-to-drink beverages made from malt from across Canada and around the world. »

The campaign is designed to showcase The Beer Store’s products in a fun and relevant way, said King Ursa President Cheryl Gosling. “It gives us the opportunity to talk about its extensive product line, great employees and expanded customer base while affirming its positioning as a friendly and accessible retailer.”

King Ursa and The Beer Store’s media agency, OMD Worldwide, are working closely on the campaign to reach new consumers outside of their usual audience. Targeted executions across different platforms, including sports and gaming services, have been developed to increase brand consideration for all kinds of consumption occasions.

“In order to revitalize our brand in the Ontario market, our strategy was to reach a younger audience than our main historical consumer. The media landscape has changed dramatically in recent years, especially with our new millennial target. says Ryan Calhoun, Associate Director of Strategy at OMD.

“In order to connect with this group and gain 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. »

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Customer: The beer store

Marketing director : Natasha McVie (Damn)

Manager, Brand and Communications: Anna Chlebowska

Marketing Specialist: Andrea Duhart

Marketing Specialist: Rory McGibney

Strategy Manager: ryan wagner


Agency: King Ursa

President: Cheryl Gosling

Executive Creative Director: Grant Cleland

Executive Creative Director: Sean Atkinson

AAD: Kevin Hoessler

AAD: Steven Tiao

Main editor: green jayar

Junior designer: Koby Sabado

Senior 3D Motion Designer / VFX: Andrew Penchuk

Brand Strategist: Danny Frangelle

Group Commercial Director: Kristin Stefanyak

Account Supervisor: Stephanie Nguyen

Senior Project Manager: Carrie Weston, Michelle Philpott

Agency Producer: Villa Catherine


Production company: gun movies

Director: John Grammatico

Director of Photography: John Ker

Executive producer: Luc Frappier

Executive producer: Erik Wilson, Craig Fleming

Production designer: Melanie Garros

Casting Director: Steve Mann


Ease of editing: Rooster

Editor: Chris Parkin

Deputy Editor: Sonny Atkins

Executive producer: Melissa Kahn


Ease of color: alter ego

Colorist: Eric Whipp

VFX / Finishing Installation: alter ego

Senior VFX Artist: Joel Osis

VFX Artist: Eric Perella

VFX Wizard: Victoria Gaston

Executive producer: Hilda Pereira

Producer: Andre Tavares

audio house

Audio house: Grayson Music Group

Music Director: Marc Domitric

Engineer: Vlad Nikolic

Executive producer: Kelly McCluskey

Genres: musical show, People, The comedy

Categories: retail stores, Retail and catering, Wed, 27 Jul 2022 11:18:24 GMT