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Corby Spirit & Wine begins Wiserfund campaign

Alcohol distributor Corby Spirit & Wine has begun a new campaign for its J.P. Wiser's whisky brand. The campaign, called the "Wiserfund," is aimed primarily at men and was developed by John St. of Toronto. It invites consumers to apply via the brand's Facebook page for funding to help them avoid "compromise." Applicants must describe their compromising situation, then a judging panel will evaluate the submissions and send cheques to those it deems "most in need," along with a suggested way to spend the money to solve their problem.

"We've always received a positive response on the Wiserhood campaign and now are really excited to give back to our consumers in a way that makes sense coming from the brand," said Laura Bruce, senior brand manager at Corby. "We see the Wiserfund as an approach to really connect with them, and make J.P. Wiser's more accessible to a wider audience of whisky drinkers."

The social media campaign will run for six months, supported with online videos and television commercials, as well as a website at <>. The videos depict three men and the ways in which the Wiserfund helped them avoid "discomfort and embarrassment."

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