Great Western Brewing goes head-to-head with big-name beers

The Saskatoon-based Great Western Brewing Company hopes that a mix of social media and humour will bring attention to its award-winning Brewhouse Light brand. David Walker, partner at Saint Bernadine Mission Communications, the company’s agency of record, said that while the brand is getting distribution and gaining volume share in Western Canada, competitors have deep […]

The Saskatoon-based Great Western Brewing Company hopes that a mix of social media and humour will bring attention to its award-winning Brewhouse Light brand.

David Walker, partner at Saint Bernadine Mission Communications, the company’s agency of record, said that while the brand is getting distribution and gaining volume share in Western Canada, competitors have deep pockets and a lot of clout.

“Being a challenger brand is tough, and we have to find new ways to get people to notice us,” he said.

St. Bernadine’s has created eight short “Head to Head Challenge” videos. “The that poke fun at multinational competitors’ brand claims. The first video that launched this week tests which beer is the coldest by placing cold beers against the host’s nipples. Future videos create challenges testing smoothness, which beer goes better with fruit and which one makes the best silver bullet after being fired through a spud gun.

“This campaign was designed to pull back the curtain on all the hype and invite beer drinkers to taste for themselves and let them decide,” said Walker. “Our refreshingly honest beer platform has really resonated and engaged our fans in our key western Canada markets.”

A new video will be released every three weeks at Facebook.com/BrewhouseBeer and on YouTube and is marketed through Twitter, Instagram, e-mail, digital advertising and in-store point of sale.

Uncategorized Articles

The great belated ad block debate

Passionate voices for and against ad blocking meet at AdTech Canada 2016

Fools rush in… and they probably don’t need to

Anomaly's Johnny Vulkan shows how thin the line between brave and bungling can be

Drinks with… Deborah Hall

A teatime chat about women in tech at Toronto's SoHo House

The List: Tech Players

Six companies make the inaugural Tech Player of the Year shortlist

Sears’ Mission: Chasing Amy

Shaking up the floor plan and tapping into suburban herritage

30U30: Amanda Lai

The author of her own professional fate, she's taken a publishing giant to new social media heights

30U30: Amir Sahba

The founder of a vancouver shop growing to international stature with amazing hands-on branded experiences

The Best Names in Television

Four Bessie winners explain how to survive a career in television advertising

Branded Deluxe: The end of Asia’s logo-mania

‘Arrogant’ western brands may lose it all to a younger idea of luxury