BRICK BREWING BREAKS CORPORATE AD CAMPAIGN
By Adnews Staff
Brick Brewing Co. Limited, based in Waterloo, Ontario, launched its first-ever corporate advertising campaign over the weekend, focusing on how president and founder Jim Brickman originally started the company. Radio spots featuring Brickman are running on select stations in the Kitchener/Waterloo and Toronto markets. The launch of the campaign coincided with the Victoria Day long weekend, the unofficial start of the summer beer-drinking season. In one spot, called "Jim's Idea", Brickman is described as a guy who liked beer so much he started his own brewery. In another, called "No problem", Brickman notes that he no longer has trouble finding a beer since starting the brewery. A series of corporate spots are scheduled to run until June, to be followed by brand-specific commercials running through the rest of the summer. The brand-specific spots will promote the Brick Family of beers: Brick Premium, Waterloo Dark, Red Baron and Brick Amber Dry. Marketing activities for the brewery in the past have included grassroots promotional and sponsorship marketing programs. The advertising campaign, says Brickman, "is a natural progression" of those efforts. Advertising, created in-house, will be supported with public relations activities from Brick's public relations agency-of-record, Strategic Objectives of Toronto.