For the last several years, advertising from Can-Am, one of BRP’s (Bombardier Recreational Products) brands, has traveled its own road with innovative targeting and media strategies. In 2021, they won a silver MIA in best Niche Targeting with their Women of On-Road campaign that positioned motorcycles and the cycling experience for women with advertising, a safety program, events and a private Facebook group.

Can-Am’s latest program is also about highlighting an association between a vehicle and a certain kind of rider.  The campaign, run by Cossette and Touché!, for Can-Am’s off-road utility side-by-side, includes sponsorship of the Professional Bull Riders Association (PBR), along with individual riders, such as nine-time world finalist, Chase Outlaw. As part of the sponsorship campaign, the brand will be highly visible at bull riding events with signage and the vehicle on display outside and inside the arena. The idea is to connect the ruggedness of the sport and its athletes with Can-Am.

David Thomas, senior director, lead strategy at Cossette, says, “What we wanted to do was associate the vehicle with what the pro bull riders do. They come off the bull and yet next round, they’re back on it. We wanted to associate the strength that those top athletes have with our vehicle. We thought it was a perfect way to highlight it.”

The other part of the campaign is also about connection. In addition to PBR, the off-road vehicle has been integrated into this season of  L’amour est dans le pre (Love in the meadow), a francophone version of Bell Media’s Farming for Love. The program is based on a global franchise and was adopted in Quebec more than 10 years ago.

Thomas says the program was selected because the brand is Quebec-made and the vehicle is the type that is used on a ranch, for farming and other off-road needs. The Can-Am vehicle in the Back to the Land campaign is a utility side-by-side with room for six people and additions such as windshield, heating, air conditioning and cargo in back.

A 30-second spot was made specifically for the sponsorship and the show’s participants will wear Can-Am branded apparel such as hats and T-shirts. The vehicle also has a role in the show. Thomas says advertising for the vehicle is also appearing in magazines, both online and offline, with an audience of ranchers and farmers to be able to showcase the vehicle and how they could use it.