Canada Dry begins Spicy campaign
By Derek Winkler
Beverage company Keurig Dr Pepper Canada has begun a campaign called “The Right Amount of Spicy” to promote a new product called Canada Dry Ginger Beer. It consists of out-of-home and digital advertising, as well as a social media game. The game, called “Spice Breakers,” can be played for prizes via Snapchat, Instagram or Facebook. The brand has also released a series of online videos about how to play.
“With Canada Dry’s new Ginger Beer, we weren’t interested in a lukewarm experience,” said Ruben Beltran, brand manager for Canada Dry. “‘The Right Amount of Spicy’ celebrates that perfect balance, that sweet spot you crave, whether it’s everyday moments that are just spicy enough or reminiscing about your favorite pop culture icons who were never afraid to bring the heat. With our Spice Breakers game, we’re bringing the fun even further, turning social media into a party where everyone can find their perfect level of spice.”