"NOTHING TO HIDE" AT SLEEMAN
By Adnews Staff
Sleeman Breweries Ltd. of Guelph, ON broke its latest advertising effort this week throughout the Ontario market. The campaign, created by Zig Inc. of Toronto, focuses on moments of truth and features the tagline "Nothing to Hide." Paul Brennan, director of marketing for Sleeman, explained the new campaign speaks to the fact that Sleeman drinkers tend to place a high value on the truth. The tagline also plays on the fact that the beer is distributed in clear bottles, he added. The campaign is reaching out to a slightly younger demographic then the 35+ group Sleeman has targeted in the past. Radio advertising, running throughout the summer, will be accompanied by a television commercial launching later this year.
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