Moosehead breaks Cracked Canoe campaign
By Rob Bale
Moosehead Breweries has released new branding for its Cracked Canoe beer brand. This is the first update to the product’s branding in five years. The new branding uses the image of a canoeist paddling a moose. The new branding is being introduced with an ad campaign of digital video, social media content and out-of-home advertising. The branding and campaign were developed by Conflict. The campaign will run from June 24 to Aug. 18 in Ontario, New Brunswick and Alberta. Media work is being handled by Media Experts, with additional support from Craft Public Relations.
“It would have been easy to create something expected, a logo of a canoe with a crack in it, but we wanted to communicate the brand’s connection to Moosehead Breweries while also expressing Cracked Canoe’s own brand spirit,” said Niall Kelly, creative director at Conflict. “The result is something more memorable and surprising that juxtaposes with the brand’s otherwise clean aesthetic.”