BEER STORE PROMOTES SHOPPING BENEFITS
By Adnews Staff
The Beer Store is using print and radio advertising to promote the benefits of buying beer at its stores. The Beer Store is the primary distribution and sales channel for beer in Ontario. The new campaign focuses on three benefits of buying beer at the store: temperature, selection and price. Three 30-second radio ads began an eight-week run in Toronto and Ottawa last week. The first depicts a customer who compares The Beer Store's beer wall to the Great Wall of China and the Berlin Wall. He says, "I'd like to take this down one beer at a time." The second ad describes the "Beer Store Economics" of saving money by purchasing a case of 24 instead of 12- or 6-packs. In the third ad a host offering a guest a "warm one from the beer pantry." The guest says, "Beer has to be cold, which is why The Beer Store only sells cold beer." The ads will be accompanied by four weeks of transit and billboard advertising in the Toronto and Ottawa beginning on Dec. 2. The print creative uses the copy, "No one ever says, 'Crack open a warm one,'" "So many brands, so little trunk space" and "When does 4x6 not equal 24? When you go to pay." The tagline is, "The Beer Store. 300 brands, always cold." The campaign was created by Bedrock Strategic Marketing Group of Toronto.