The LCBO of Toronto has begun a digital campaign called "Switch it Up." The initiative, aimed primarily at men between the ages of 25 and 35, consists of 27 videos posted online at Switchitup.ca. The videos are intended to advise consumers on ways to plan "post-holiday get-togethers" involving guys staying home. Visitors to the site first select a series of options involving a choice of three invitees, settings and activities. The site then plays the appropriate video, which viewers are also encouraged to share with friends. "Our aim is to spice up an otherwise dreary January by injecting some new, fun ideas for entertaining during traditional guys' get-togethers," said Kerri Dawson, marketing director at the LCBO. "It's an opportunity for male consumers to break their routines and create a social occasion with new drink ideas that are all available in one stop at the LCBO." The campaign, developed by Cossette of Toronto, also makes use of in-store quick-response codes, online advertising and social media activities. The effort will run until Feb. 5.