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COMMUNIQUE BRINGS SILENT SAM TO SCREEN

Cineplex Odeon theatres in Alberta and Ontario began showing a 90-second commercial last week for United Distellers' Silent Sam Vodka. Designers of the spot, The Communique Group of Toronto, says it is the first time a Canadian-produced spot for a distilled spirit is being shown in Canadian theatres. It features a dream sequence, mysterious shadows and moody music in an attempt to appeal to consumers aged 21 to 35. The ad is part of an extensive campaign that involves various unconventional media, including street-level postering in Toronto and print ads in alternative news and entertainment magazines in Toronto and Calgary. Silent Sam is also approaching its licenced customers with the idea of promoting the vodka via sidewalk chalk art in front of their locations. United Distillers' annual advertising ad budget is $9 million.

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