Alexander Keith's goes to the movies
Article Abstract:
Beer brewer Alexander Keith has acquired a remarkable brand position in Nova Scotia (N.S.), where it is the dominant beer brand, and has successfully countered strong challenges from national brands since 1993. The brand is intrinsically associated with the province and the good times N. S. natives are known to enjoy. Its success is largely due to a genuinely strong partnership between the firm and ad agency Corporate Communications Ltd, which resulted in a five-year ad campaign, including a 14.5-minute mini-movie. The movie follows the adventures of a group of characters in Halifax, N.S., of the 1840s. It was edited into five 30- and 60-second spots.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Sleeman tapping the contemporary
Article Abstract:
Guelph, Ontario-based Sleeman Breweries is launching a package design update for its Upper Canada brand. The redesign is aimed at lightening up the traditionally dark packaging of the Upper Canada brews. The fonts used on the package give it a more contemporary and approachable look. The packaging is just one of the changes that the brewery has undergone since Aug 2000 when it chose two agencies to handle three new lines of business.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Labatt cuts prices for holidays
Article Abstract:
Labatt Breweries Ontario will reduce the price of a promotional 24-case of beer by $3 during the 1998 Christmas holiday season. The case contains 12 Labatt Double Blue and 12 Labatt Double Blue Light. The promotional sale will run from Dec 21, 1999 to Jan 3, 2000 and is being advertised in newspapers and radios. The advertisements were created by Toronto, Ontario-based Ammirati Puris Lintas.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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