Red Baron Lime spends big to tout value

Brick is promoting its new flavoured beer with its largest ad push, and a 'lust for Lime' social foray.  

Waterloo’s Brick Brewing is the latest brewer to unveil a lime-flavoured beer and it wants consumers for to know that it’s doing it a low price. Red Baron Lime hit the Beer Store this week and Brick is supporting its launch with an Ontario-wide billboard, TSA, radio, print and digital campaign which launches Friday.

The campaign reflects one of Brick’s largest media buys. ‘It’s one of the larger spends that we’ve focused on with regards to bringing a new brand to market,’ Sean Dennis, director of marketing at Brick, tells MiC. ‘We learned a lot when we relaunched our Red Baron brand. We put it into a different pack size with a new look and feel. We took a look at that and said: ‘there’s a brand that grew tenfold.’ That relaunch featured a lot of out-of-home, radio and print.’

The billboard placement strategy was to prioritize areas near beer stores, while street level OOH efforts were placed in high-traffic areas and near campuses. The radio spots will air on rock, urban and campus stations across the province and target the campaign’s primary demographic of 19-25. According to Dennis, the campaign is also targeting the 30-45 demographic. The media buy was handled by Toronto-based GJP. The creative emphasizing the affordability of the beer was developed in-house.

Brick is also supporting Red Baron Lime with a new website. Waterloo’s Emerge2 Digital developed the site which acts as a portal for visitors to share their ‘lust for lime’ by joining the Red Baron Lime Facebook fan page and/or tweeting about the beer. The site also features a contest which visitors can enter to win a ‘limecation’ by uploading a picture, 15- or 30-second video or Twitter-length missive (140 characters or less) on why they love Red Baron Lime. The winner, decided by random draw, receives a trip for six to an Ontario resort. ‘It goes along with our support local, buy local position,’ says Dennis.