Okanagan Spring Brewery stays pure
The beer's first national campaign attempts to connect with consumers on an emotional level.
Vernon, B.C.-based Okanagan Spring Brewery recently kicked off its first-ever national campaign targeted primarily at adults from legal drinking age to 35.
With media by Jungle Media and creative by Toronto-based Open Creative, The “Stay Pure” campaign from the Sleeman-owned brand relies heavily on 30- and 60-second TV spots airing on conventional and specialty channels like CBC, CTV and TSN, and OOH in Vancouver. It will also be supported by 15-second digital pre-roll spots.
The creative captures the essence of the West Coast lifestyle and encourages consumers to maintain their youthful spirits.
Rosy Atwal, national brand manager, Okanagan Spring Brewery, tells MiC that this campaign marks the first time the brand has used TV in its media mix. She adds that TV was crucial to the campaign because Okanagan Spring Brewery was looking to connect with consumers on an emotional level while establishing its brand nationally.
Atwal says the brand’s previous campaigns have all focused on the product, but adds that it was time for the brand to change its message now that its product has gained traction in markets outside of B.C., including Alberta, Ontario and Quebec.
The campaign will run until the fall.