While many new cocktails launch with images of people relaxing on docks, at cottages or poolside, Clubtails Bahama Mama is using black and white shots and headlines to capture moments in time.

The OOH and social campaign, developed in partnership by media agency Hatch64 and creative agency Berners Bowie Lee (BBL), will be in-market until July and visible on TTC streetcar murals, digital OOH screens and on Instagram and Facebook across Ontario.

Laurie Bogante, senior account director at Hatch64, tells MiC that Clubtails Bahama Mama’s previous campaign took a “very digital-first approach,” prioritizing the use of social media (Instagram and Facebook), digital OOH placements and partnerships with influencers to target an Ontario-wide audience.

“This year, armed with a larger budget, we wanted to include more above the line tactics to reach Toronto-based cocktail enthusiasts,” Bogante explains. “We used high impact streetcar wraps on select routes where users are in proximity to an LCBO. Complimenting this strategy, we leveraged Meta and digital OOH channels to target cocktail-enthusiasts throughout the rest of Ontario, ensuring that visibility was achieved across key markets.”

Hatch64 says it selected wide-reaching mediums in OOH and social that provide it with the agility to proximity-target LCBOs and drive efficiency using behavioral data signals to home in on key demographic, shopping and interest-based audiences.

That key demographic includes men and women aged 21-45 who drink cocktails, RTDs and coolers, Bogante points out. “Reaching this audience at the right time and place maximizes point of sale opportunity for the product launch,” she says. “This audience was identified through interest-based data signals, mobile data segmentation (LCBO frequent shoppers) and layered on top of LCBO proximity.”

Bogante adds that this was the media agency’s first collaboration with creative partner BBL, “but won’t be the last. Creative and media are best when closely integrated, and our agencies worked great together to meet timelines and bring our concept to market.”

The new Bahama Mama SKU is being launched by Canadian-owned Geloso Beverage Group exclusively at the LCBO.