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Sleeman conducts speakeasy event in Montreal
By Adnews Staff
Sleeman Breweries conducted a promotional event in Montreal last weekend called the "Sleeman Speakeasy." The event, aimed primarily at adult men under the age of 35, was developed by Vibrant. It was attended by winners of a national contest and took place at an underground venue accessible by a coded knock. The intent was to raise awareness of the brand and its history.
"The goal was to create an event with a gritty yet modern feel that also gave nod to Sleeman's notorious past," said Greg Baumken, director of client services and strategy at Vibrant. "From staff dressed as 1920s flappers, to chauffeuring guests in vintage Rolls Royces and dropping them off in the back alley of a very clandestine location and entering through an iconic speakeasy door, guests were immediately transported back to the era of prohibition. To remain current and ensure we connected with the modern day consumer we filled the night with nouveau burlesque performances, roaming jazz bands, a gangster barbershop, gambling tables and live performances from The Damn Truth and July Talk. Remaining true to the notorious reputation of the Sleeman brand was our ultimate goal and from initial guest feedback we did certainly achieved that."