Sleeman Going in, the agency knew it had three things to accomplish: resonate with younger drinkers, reinforce the quality of the beer and introduce the new cans. In radio, it tackled its first goal by building on the bottle's lack of a traditional label with a campaign showcasing musicians who weren't yet signed (i.e. they were "label-free"). A Web site was developed where consumers could download music, and compilation CDs were produced for in-bar promotions throughout the summer. Through the outdoor, Zig tackled the other two tasks by using the distinctive bottle to drive home the message of quality as a harbinger of independent thinking. As a result of the campaign, Sleeman was the only domestic brand to see growth in Ontario this year.
Label Free Music (1)
Label Free Music (2)
Label Free Music (3)
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