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LCBO conducts Get Smart Giveaway

The Toronto-based Liquor Control Board of Ontario has begun a contest to promote sober driving and responsible hosting. This is the first time the LCBO has conducted a contest as part of its responsible use program, according to the company. The promotion, called the “Get Smart Giveaway,” will run from Nov. 13 to Dec. 31. Consumers can enter the draw through the website by correctly answering three questions about the sale and consumption of alcohol. The grand prize is a Smart Fortwo coupe from Mercedes-Benz Canada. Other prizes include a five-day trip to France from Sopexa Canada and 15 day-trips to the wine region of Ontario from Niagara Wine Tours International. The contest is tied to the LCBO’s current television campaign, called “Lonely/Reunited.” The two 30-second commercials, co-sponsored by MADD Canada, depict solutions to situations that can arise at the end of a night of drinking. This campaign will also run from mid-November to the end of the year. “The opportunity to win while learning, supported by a range of in-store and out-of-store advertising, should add an inviting dimension to our ongoing efforts to encourage responsible drinking,” said LCBO acting chair and CEO Philip Olsson. “We know from consumer and employee research that both groups consider it important to prevent drinking and driving and they both value social responsibility information that is informative and not preachy.”

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