SLEEMAN BREWERIES BEGINS 2002 AD CAMPAIGN
By Adnews Staff
Sleeman Breweries of Guelph, ON has begun its 2002 advertising campaign. Created by Zig of Toronto, the campaign includes a radio component and two outdoor executions in Ontario and the Maritimes. According to the brewer, the radio campaign presents Sleeman drinkers as looking beyond labels to decided for themselves what they like and don't like. The fact that the Sleeman bottle doesn't carry a conventional label is symbolic of this connection, the company said. Twenty spots have been created for the campaign featuring bands and musicians not yet signed to a label. In each ad a band is intdroduced and a sample of its music is played. Listeners are then encouraged to visit Sleeman's Web site at <http://www.sleeman.com> to hear more and learn about the bands. Two outdoor executions are also included in the campaign. The first depicts a bottle of Sleeman and the copy "Even to the Optimist it's Half Empty." The second shows a bottle of Sleeman standing among a number of green bottles. The copy reads "The Reason Imports Are Green." The campaign broke last week and will run for the year.