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Alexander Keith's
Alexander Keith's Hop Series Launch

RAN IN: Canada

CLIENT
Labatt Breweries of Canada

Mike Bascom - Brand Manager

AGENCY
Red Urban *Lead Agency

Matthew Baggley - Sr. Acct. Executive
Liam Johnstone - Creative
Joel Pylypiw - Creative
Jenn Rossini - Creative
Patrick Shing - Creative
Christina Yu - Executive Creative Director


Mosaic Sales Solutions *Lead Agency

Robyn Burton - Acct. Manager
Matt McCoubrey - Creative Director


Universal McCann

Rick Kusch - Strategy Supervisor


SUMMARY

Alexander Keith's India Pale Ale has been a stalwart in the Canadian beer landscape for the better part of 200 years. Our very successful launch of the Hop Series not only satisfied the changing palates of Canada's more sophisticated beer drinkers, but built on the historical perception of Keith's as a premium brand by focusing each beer in the series on the unique attributes of specific hops in a way that no Canadian beer brand had done before.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Packaging,Events,Retail Experience

Audience: Young Men (20-35)

Objectives: Brand launch

Type: Business-to-Consumer

Classification: National

Language: English