‘Poster sniping is the term we use for 11’x17′ posters,’ Patrick Mazza, account manager for MangoMoose Media, tells MiC. ‘It makes a high-impact, repeated impression at street level and can be targeted to a specific area such as Toronto’s Entertainment District.’
But posters are only part of the brand awareness campaign Mazza’s company is executing this summer for Malibu Rum. Targeting adults LDA-29, it’s focusing on the Ontario, BC and Alberta markets. With creative from Publicis New York, Mango Moose is plastering 36,000 poster snipings, as well as 7,500 larger (24’x36′) construction board posters, in Vancouver, Edmonton, Calgary and Toronto. Additionally, 80 chalk stencils are festooning Toronto sidewalks.
Carat Canada handled the media buys for other elements of this summer campaign, Andrew Braunston, communications strategist, tells MiC. These include television spots highlighting Malibu Rum’s new Tropical Banana flavour, which are running intermittently throughout the summer on English specialty channels like MuchMusic, the Comedy Channel and Showcase. Print executions are appearing in urban weekly papers in the target cities. Online, banner placements supporting the brand’s ‘Crack the Coconut’ Contest are appearing on major portals and custom networks. There’s also activation through various retail executions, along with licensee & community events, with Malibu street teams and a mobile bus tour.
