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Moosehead Breweries promotes Alpine Max

Moosehead Breweries of Saint John, NB has hired Extreme Group of Halifax to promote the launch of a new product called Alpine Max. The beer, which is sold only in New Brunswick, contains six percent alcohol and comes in a 237ml can. The ad campaign, which is aimed at males in their 20s, consists of three 30-second radio commercials along with point-of-sale materials and T-shirts. The creative uses the tagline "Have a Max" and seeks to illustrate the personality of the brand. "Alpine deserves a lot of credit for allowing us to speak to their customers in a tone of voice they can relate to," said Geoff Wills, account director at Extreme. "The result is a campaign which is both smart and absolutely hilarious. The writing in the radio and the craft used to design the T-shirts is some of the best work the agency has ever done. The early reaction from consumers has been tremendous and the brand launched above-target in New Brunswick."

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