OKANAGAN BUFFS WESTERN IMAGE IN NEW CAMPAIGN
By Adnews Staff
Okanagan Spring Brewery has begun a new radio and outdoor advertising campaign that focuses on the location of the Vernon, BC-based brewery and its position as a premium craft brewery. Billboards with headlines such as "Still not available in Toronto" and "It pours here a lot," are intended to remind viewers that Okanagan Spring beer is only available in Western Canada. Other creative reading "Take your time. We did." and "Okay. One Preservative. A Cap." aim to reinforce Okanagan's image as a brewer of premium craft beer. "OSB is not a pretentious brand, and these ads aren't either," said Jeff Lewis, creative director at Vancouver-based Grey Worldwide Northwest, which handled the campaign. "They're meant to be a little tongue in cheek and simply underline what OSB does really well." Billboards will be supported with radio ads playing on the same themes. The campaign runs until September.