SEAGRAM BREAKS CHILLING SUMMER CAMPAIGN
By Adnews Staff
A new campaign for Seagram Canada's Frost Coolers aims to give Canadian women a case of frostbite this summer. The vodka coolers are available in Apple Cranberry and Peach Cranberry varieties. The campaign, created by Toronto's TBWAChiatDay, broke on May 17 with an email component targeting women in Alberta and Ontario. The permission-based email informs recipients that they have been "Frostbitten by Seagram" and provides a link to the <http://www.frostyreception.com> Web site which explains what it means to be "frostbitten." The site also features Frost Cooler merchandise and e-cards that can be sent to friends. The three-month campaign also includes print and radio executions as well as online advertising featuring "vokens", animated graphical images that walk, sing or drop into or across the Web page the user is viewing.