Columbia Brewery breaks new Kokanee campaign
By Adnews Staff
The Columbia Brewery of Creston, BC has begun a new television campaign in western Canada for its Kokanee brand of beer. The campaign, called "It's all about now," takes over from last year's "Live or Die" campaign, during which consumers voted to eliminate the brand's Kokanee Ranger spokescharacter. The new campaign, developed by Grip of Toronto, aligns the brand with an idealized active lifestyle. The 30-second commercial depicts a person getting out of bed in the morning, brushing their teeth, having breakfast, then going out for a day of mountain biking, basketball, partying and snowboarding. "The TV creative is a visceral depiction of what Western Canadians told us they aspire to be," said Scott Dube, creative partner at Grip. "Everything is filmed from the consumer's point of view, so it really allows our target to imagine themselves in the spot and experience everything first-hand. There's so much energy, you can’t help but want to run outside and grab a snowboard, ride a bike or even shoot hoops." To coincide with the new campaign, Columbia has redesigned the product's packaging and created a Kokanee Facebook page. The packaging was designed by Jump Branding and Design.