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J.P Wiser's conducts Second Shot campaign

Alcohol distribution company Corby Spirit and Wine has begun a promotion for its J.P Wiser’s whisky brand called “Second Shot.” According to the company, the promotion is intended to give consumers another chance to experience life events that were delayed by the COVID-19 pandemic. For two days in late June, the brand converted the Madison Avenue Pub in Toronto into a venue called the Second Shot Bar. Visitors to the bar received personalized experiences such as celebrating the citizenship ceremony of a new Canadian, attending a doctorate graduation ceremony, celebrating the winning of a recreational hockey league championship, and celebrating a bachelor party.

The promotion is continuing with a contest component on the brand’s Instagram page. Consumers can enter to win a recreation of their own missed moments. The contest is being supported with influencer activities, broadcast advertising and public relations. The campaign was developed by No Fixed Address, with media work by Havas.

“We wanted to do more than simply make another branded television spot,” said Maria Sweeney, brand director for whisky at J.P Wiser’s Canada. “With the ‘Second Shot’ campaign our goal was to tap into these real stories to showcase to Canadians that they aren’t alone and, even though they have missed important moments, they should celebrate them now that it is safe to do so.”

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