Alexander Keith's breaks Hold True campaign
By Adnews Staff
Brewery Alexander Keith's of Halifax has begun a new television advertising campaign called "Hold True." The campaign, developed by Publicis Canada of Toronto, is intended to illustrate the history of the brand and the desire of Canadians for authenticity. Each commercial depicts a person out with friends who makes a decision that allows him to remain true to himself. "From concept to execution, the new campaign was designed to portray strength of character,something both the brewer and drinker share," said Gino Cantalini, vice-president and brand director at Publicis. "The spots are just 15 seconds. This is intentional as they celebrate simple moments of truth. They are executed to feel real, fun and very relatable. I think we can all relate to the enjoyment that comes from genuinely connecting with your friends at the Pub over a pint of Keith's." The national campaign broke on May 30. It will include television, online and cinema executions. In addition, the company will introduce an updated version of its packaging this month, created by Shikatani Lacroix.