Moosehead Breweries begins Cracked Canoe campaign
Moosehead Breweries has begun an advertising campaign for a new lager called Cracked Canoe. The light beer is aimed primarily at consumers over the age of 30. The launch is begin promoted with a 30-second television commercial airing during NBA games on TSN, as well as on national specialty channels including The Score, Food TV, Slice and HGTV. Print ads will also run in the LCBO's Food and Drink magazine. The campaign was developed by John St. of Toronto. "We believe that these beer drinkers will welcome this new breed of beer," said Matt Johnston, North American marketing vice-president at Moosehead. "Slow brewing small batches over a long period of time has allowed us to carefully craft this easy drinking, light premium lager."