MIKE'S HARD LEMONADE BREAKS CAMPAIGN ON SILVERBOXES
By Adnews Staff
The Mark Anthony Beverage Company of Vancouver has expanded its outdoor advertising plans to include OMG Media's Silverboxes. These boxes consist of two 30" x 60" display faces back-to-back. The beverage company began an outdoor campaign for Mike's Hard Lemonade on 80 boxes in the Greater Toronto Area in mid-May, eight of which have creative completely wrapped around the structure, the first use of this technique by an OMG client. "We saw the value of adding the SilverBox to our outdoor advertising media mix and since Mike's is the market leader, we jumped at the chance to create a media first," said Ann Stewart, partner and media director at Toronto's The Brainstorm Group, the advertising agency for the Mike's Hard Lemonade brand. According to OMG Media, it introduced the full wrap Silverboxes to provide advertisers with maximum exposure and brand recognition. The Mike's Hard Lemonade campaign will run until Labour Day weekend. The campaign's tagline is "Grab life by the lemons."