GREAT LAKES BREWERY INTRODUCES ICE CREAM BREW
By Adnews Staff
Toronto-based Great Lakes Brewery has released a product called Ice Cream Brew; a combination of beer and ice cream. The product is part of the company's efforts to promote two new brands: Golden Horseshoe Premium Lager and Red Leaf Smooth Lager. The ice cream concept came from the brewery's agency of record, The Micro Agency of Toronto. "We were looking for an innovative direct way to advertise Golden Horseshoe and Red Leaf with a limited budget and to break through the clutter of advertising dominating the summer beer wars at present," said the agency's creative director, Raymond Waters. "We believed this brand extension, which has never been tried before, was a clever way to generate some brand awareness and appeal to customers in a unique way." Ice Cream Brew was debuted at the Toronto International Beer Festival earlier this month. It is currently available from the Great Lakes Brewery on-site store, in some Toronto restaurants and bars, and from 25 ice cream trucks around the Toronto area. The company plans to begin distribution to supermarkets in the fall. The product, which contains approximately 1% alcohol, comes in single-serving cups, bars and glass jars.