Kokanee restarts its Ranger advertising

Labatt Breweries’ Kokanee beer brand is once again asking the public to help determine the fate of its Kokanee Ranger. As we first wrote yesterday, the Western Canadian beer brand is searching for a replacement for the deceased Kokanee Ranger – whose fate was determined by fans in the 2008 “Ranger Live or Die” campaign […]

Labatt Breweries’ Kokanee beer brand is once again asking the public to help determine the fate of its Kokanee Ranger.

As we first wrote yesterday, the Western Canadian beer brand is searching for a replacement for the deceased Kokanee Ranger – whose fate was determined by fans in the 2008 “Ranger Live or Die” campaign – in a new Facebook-led marketing initiative.

Mike Bascom, national marketing manager for Kokanee in Toronto, said that while the beer brand’s marketing since the Ranger’s demise has focused on connecting the brand to the mountains, there have been nods to the long-running Ranger/Sasquatch rivalry through initiatives like this summer’s Facebook game “Stop Sasq.”

“We’ve told the story of the Ranger and the Kokanee-stealing sasquatch for many years now,” said Bascom, who said the campaign’s business objective is to “continue having a conversation with Kokanee fans and get them engaged with the beer.”

Developed by Toronto agency Grip Limited with media support from Universal McCann Canada, the “Next Ranger” campaign broke Aug. 15 and runs through late fall.

A 30-second TV spot promoting the initiative opens on the familiar Kokanee Ranger Cabin and shows the Ranger turning in his chair and proclaiming “Daddy’s b-a-a-a-ck – to protect glacier fresh Kokanee from the Sasquatch.”

His confidence is quickly shattered, however, when he reaches for a bottle of Kokanee and his hand passes through it. “Sweet sassy malassy,” he proclaims. “I’m dead. I’m really dead. You voted to get rid of me,” he says.

After he angrily proclaims “good luck finding a new Ranger,” the spot directs viewers to the NextRanger.ca site.

The URL takes visitors to a Facebook page with video profiles of six potential Kokanee Ranger replacements: Beer Fridge 2.0; a Toronto financier named Michael Baystreet; a buddy duo named Glacier and Fresh (currently the leading vote-getters with 43% of the vote); an 80s ski bum named Cory who has worn the same ski pants for 22 years; the foul-mouthed Glacier Goat and the Ranger’s mother, Ma Ranger.

Every two weeks, the “candidate” with the lowest number of votes – currently Michael Baystreet with a meagre 4% of the vote – is eliminated from the competition.

The marketing program also includes in-pack advertising with Kokanee cans featuring QR codes unique to each “candidate” that take users to their Facebook page when scanned with a mobile device.

Labatt has also partnered with Mosaic Experiential Marketing to create a series of political-type rallies featuring the candidates that will take place throughout Western Canada.


The begining of the end for the Kokanee Ranger (2008)

Brands Articles

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage