Growers Cider gets Ontarians to go ‘Au Naturale’
The Vincor Canada brand extends its nudist campaign to Ontario.
Growers Cider is baring all in Ontario this summer. The Mississauga, ON.-based Vincor Canada is extending its ‘Au Naturale’ campaign to the province. It initially went to market out West last summer.
The timing of the Ontario launch is based on several factors, says Nadine Iacocca, director of marketing, spirits and refreshments, Vincor Canada.
‘First and foremost we’re repackaging the brand,’ says Iacocca. ‘It’s mostly on shelves now and an update to packaging is great in combination with a great advertising campaign. So, we’d rather have things happening all at the same time in market to make the [Ontario launch] stronger.’ It also follows a 13% growth in sales resulting from last year’s effort, which outpaced the growth in the Canadian cider industry by 7%.
Developed by Toronto-based Huxley Quayle von Bismark, and with media handled by Genesis Vizeum in Vancouver, where it’s also in market, the campaign rolled out on Monday with a digital billboard in Toronto and again features nature-loving nudists. It will continue to roll out with media spanning more billboards, print ads running in Food & Drink magazine and POP in liquor stores.
The effort also includes a digital component, which will launch this week, featuring a Facebook page that’s set to go live with a contest offering the chance to win a backyard BBQ party and another that allows people to create their own, custom cross-Canada dream trip. And, like last year, cider fans can go to Growersaunaturale.com to ‘nudify’ their own photos with the addition of a sitting or standing nudist…or naturist as they seem to prefer to be called these days.