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Amsterdam Brewery begins Endless Slogans campaign

Amsterdam Brewery of Toronto has launched its first advertising campaign for its Boneshaker Unfiltered India Pale Ale. The campaign, which is timed to coincide with the company's 30th anniversary, was developed by Bensimon Byrne of Toronto and is called "Endless Slogans." It consists of two 30-second television commercials and one 60-second execution, as well as digital, out-of-home, print, retail and on-premise advertising. The digital ads began last week, while the television component will begin in the spring.

"Boneshaker is a craft brew that's an Indian pale ale," said Joseph Bonnici, executive creative director at Bensimon Byrne. "Their mascot is a skeleton who rides a bicycle. To say the brand is irreverent is an understatement. Boneshaker revels in making fun of the beer industry, which takes itself too seriously, fawning over taste descriptors and pour shots that are more like beer porn.  We flipped the conventional beer ad on its head and focused on what Boneshaker is all about, making the absolute best tasting beer. So we thought we'd describe the taste and feel of the beer in an endless number of ways while poking fun at the clichés of the category. Surprising and endless slogans was the perfect approach for Boneshaker to take and something never before seen in the industry, and it works."

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