Canada Dry’s new Ginger Beer launched in Canada with a social media game to bring the brand’s “spicy” positioning to life.
“Spice Breakers” invites users to complete a series of challenges – such as asking friends to compliment you in a social post, or going back in someone’s feed and liking a post – via Snapchat AR filters, as well as Canada Dry’s Instagram and Facebook channels.
“The Spice Breakers game is a first of its kind for the Canada Dry brand and allows us to bring the fun and cheeky tone of the campaign even further,” Ruben Beltran, brand manager at Canada Dry, tells Media in Canada. “We wanted to push the boundaries of our campaign by creating a game that really hits on the social aspect of our target audience’s lives and brought our ‘spicy’ positioning to life.”
Beltran says the brand created the interactive game in order to demonstrate the unique taste of its Ginger Beer. “We knew that the audience segment for Ginger Beer is more niche than other soft drinks, so we made it a focus to communicate that Canada Dry Ginger Beer was not just for hardcore cocktail enthusiasts but anyone who wanted to elevate their at-home cocktail experience,” he says.
The campaign is being supported by OOH, digital and social media, as well as collaborations with influencers. Furthermore, Canada Dry ran a gift-with-purchase deal in which customers who bought a six-pack received a free copper mug, which is the proper way to serve Moscow Mules, a ginger beer forward cocktail.
“The Right Amount of Spicy” campaign promotes the launch of Canada Dry’s new Ginger Beer by highlighting it as the drink that adds the right amount of spice to every social event. The brand drew on culturally relevant “spicy moments” for all campaign executions – taglines like “The Ginger Spice that didn’t peak in the 90s” and “If this Ginger got any spicier it would leave the monarchy” can be seen on the downtown billboards and digital ads.
Havas Media managed paid media, Mosaic handled shopper marketing, LG2 led strategy and creative and Craft managed influencer and public relations.
