OKANAGAN GEARS UP FOR SUMMER
By Adnews Staff
Vancouver-based Okanagan Springs Brewery is getting ready for beer drinking season. The brewer launched a radio and print campaign earlier this month in Vancouver, Victoria, Kelowna and Vernon, all in B.C., to raise brand awareness and enhance consumer loyalty. The campaign was created by Grey Advertising's Vancouver office. The initial print ad focuses on "Reinheitsgebot, the Bavarian Purity Law of 1516 that states beer is to be brewed using only water, barley, hops and yeast. Okanagan says all of its products are brewed in accordance with this law. The radio ads feature actual interviews with Okanagan employees discussing their passion for the craft of brewing and providing this beer. The tagline for the campaign is "We're Serious About Beer." The campaign targeted at 25 to 49-year-olds who are moderate to heavy drinkers, have a post-secondary education and higher than average income. Okanagan Spring Brewery markets a line of craft beer including: Extra Special Ale, Premium Lager, Classic Nut Brown Ale, Autumn Red Ale, Honey Blond Ale and Old English Porter.