UPPER CANADA RE-LAUNCHES REBELLION
By Adnews Staff
The Sharpe/Blackmore Partnership of Toronto will start a radio and outdoor campaign next month for Upper Canada Brewing's Rebellion brand of beer. This week, Russell Design of Toronto launched a radio and outdoor campaign for the brewer's Upper Canada label. Both agencies were hired last month to share the beer maker's $1-million ad account. Although there was no formal review, Upper Canada did talk to five agencies. Sharpe is working on just the Rebellion brand while Russell will stick to Upper Canada. Sharpe/Blackmore was given the business because "we thought they had a pretty good feeling for what we are trying to do with Rebellion," president Terry Smith told Adnews yesterday. Rebellion is being re-positioned as a stand-alone brand. Russell Design was hired because the agency has worked for the brewer in the past, designing packaging for both Rebellion and the new Woody's Wild Ale that was launched this week.