Alexander Keith's begins birthday campaign
By Adnews Staff
Halifax-based brewery Alexander Keith's has begun a new campaign tied to the 214th birthday of company founder Alexander Keith on Oct. 5. The campaign includes a television commercial called "Signature," a national series of events and an online contest. The commercial, developed by Publicis of Toronto, broke on Sept. 7. It depicts a number of young people in social situations signing their names on a large birthday card. The ad ends with the copy, "Alexander Keith left his mark. Now leave yours. Sign his birthday card at keiths.ca." Visitors to the site who add their names to the card will be entered into a draw for a trip to Halifax. The campaign is also being supported with retail and in-pub promotions. Some radio, newspaper and out-of-home advertising will also be used. In addition, parties and special events will take place nationally at participating bars and pubs, culminating in a concert in Halifax on Oct. 5. "The new campaign, and especially this latest spot, really captures the essence of what Alexander Keith believed and reflected in his distinctive beer," said Gino Cantalini, vice-president and brand director at Publicis Canada. "Live life by a set of principles that you truly believe in."