Corby Distilleries has launched an out-of-home advertising campaign in support of the latest addition to its Lamb’s Rum product line.

Black Sheep Spiced Rum hit liquor stores in Saskatchewan, Alberta and Newfoundland and Labrador earlier this summer. An advertising campaign to introduce the brand, including outdoor, in-bar and in-store creative, has also begun in those markets. The ads play on the idea of the “black sheep” in a family, including copy such as “You’re a butcher. In a family of vegetarians” and “Grandpa had a farm. Dad had a farm. You think bacon comes from cows.” The copy runs over a simple product image, underneath which reads the message, “Here’s to you.”

Toronto’s John St. handled creative duties for the campaign.

Corby’s objective was to establish a distinct personality for the brand while connecting to a younger consumer demographic, said Adam Zolis, account director at John St.

“Lamb’s in the past has been more associated with older drinkers on the East Coast, and as we expand to try and find new markets, it has become apparent that younger drinkers relate to rum because it’s so versatile,” said Zolis. “[Black Sheep] is a fairly down-to-earth product in the way that its personality comes to life, and we’re looking for that kind of [down-to-earth] consumer.”

Black Sheep Spiced Rum is also featured in materials related to the Lamb’s “Pimp My Shed” promotion in Newfoundland and Labrador, as well as the brand’s “Pimp My Party” contest in Alberta and Saskatchewan. Those promotions began in June.