Keith’s goes green ahead of new brand campaign
April 05, 2011 | Matt Semansky | Comments
Beer brand Alexander Keith’s has launched a Facebook-based contest that asks consumers to help the company support environmental charities.
The Keith’s Green Initiative offers the chance to win the grand prize of an eco-adventure trip. The winner can choose between dog-sledding in the Yukon, biking in Nova Scotia or sailing in northern British Columbia.
To become eligible, consumers enter PIN codes found on cases of Keith’s, on the brand’s Facebook page. Each PIN corresponds with a donation amount between $0 and $1,000, which the consumer can then direct toward one of four partner charities.
Consumers can also enter a secondary contest without a PIN by visiting the Facebook page, directing a $1 donation from Keith’s to one of the four charities and sharing the Keith’s Green Initiative page with friends. 40 winners of the secondary contest will receive Keith’s Green Initiative prize packs.
The four participating charities are Waterkeepers Canada, Nature Canada, Trees Ontario and the Nova Scotia Liquor Corporation’s Adopt-A-Stream program.
Dave Nicholls, brand manager for Alexander Keith’s, said the Green Initiative aligns well with the company’s upcoming branding campaign – which is based on the tagline “Made to share” – as well as its environmentally conscious consumer base.
“Instead of making a program that was just, ‘buy a case of beer and $1 will be donated to this charity,’ we really wanted to share the responsibility for the planet with our fans and consumers and have them participate in where that dollar amount was going,” said Nicholls.
“The eco-adventures are a way for us to tie in our support of these charities, which are involved with the land, the water and the habitat (of the country).”
The Keith’s Green Initiative launched nationally last week and is supported by online and point-of-purchase materials created by Publicis Toronto.
The contest closes May 31 and the grand prize draw will be held June 9. Nicholls said the broader “Made to share” campaign is scheduled to launch in late May or early June.
Taylor
What a dumb concept. Didn’t Molson Canadian come up with a similar, but better executed ‘Green’ campaign? And also, what beer ISN’T made to share. Get back to the Nova Scotian roots, people!!!
Sunday, August 28 @ 6:11 pm |
terry
I drink Keith’s, get a pin # to enter a contest and after many tries can’t locate the area to enter the contest!!!!!!!!!!!
Friday, May 27 @ 9:07 am |
Jen
As a seller of beer, my customers, and l mean none of them have been able to enter the contest. They are really pissed off.
Thursday, May 26 @ 11:56 am |
actually women drink beer too, but not keith's
Keith’s seems to have a lot of trouble coming up with an ad campaign that doesn’t have some unintended off-putting brand damaging effects… like the Scotsman played by a child porn collector… now it’s two guys who are the main characters, and a woman who is one’s girlfriend and the other decides to ‘share’ her… kissing her while she stands there passively instead of bopping him upside the head as any real woman would do… But no, in the reality-challenged world of beer ads, women are only the playthings and prizes of men who drink beer. Actually, women drink beer, too, but not Keith’s, a watery, flavourless and tastelessly marketed product for boys who don’t get any.
Monday, May 23 @ 7:24 pm |