Corby conducts Wiser Way Home campaign
By Derek Winkler
Alcohol company Corby Spirit and Wine will resume an annual New Year’s Eve promotion called “Corby Safe Rides” for a tenth year on Dec. 31. The company will provide free transit rides to consumers on New Year’s Eve who are returning home from parties. This year Corby will also expand the promotion to Calgary, supported by a social media contest giving away 10 one-month transit passes. The effort is being conducted in collaboration with the Toronto Transit Commission and Calgary Transit.
The initiative includes an ad campaign called “Wiser Way Home” in support of its J.P. Wiser’s brand. The creative depicts various choices of transportation home on New Year’s Eve and encourages the use of public transit. It consists of transit system advertising in Toronto and Calgary.
“For over a decade, the goal has been simple,” said Kevin de Graaf, senior brand manager at Corby. “Empower Canadians to prioritize safety. Having J.P. Wiser’s sponsor ‘Wiser Way Home’ is a seamless extension of our values to give back in a way that keeps our community connected.”