Sleeman shifts its target
Article Abstract:
Sleeman Brewing and Malting Ltd has unveiled two new radio spots that do not feature CEO John Sleeman. Created by Toronto ad agency Zig, the spots carry the tag line 'Nothing to Hide,' and show people talking truthfully in situations where social graces discourage such honesty. Through the radio spots, the Ontario brewer is hoping that it will reach a younger market other than its core market of 35-plus drinkers. Paul Brennan, Sleeman's director of marketing, says the company believes it has a market in the 25-plus market.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Keith's India Pale Ale mini-movie
Article Abstract:
Keith's Brewery's mini-movie for its India Pale Ale brand has garnered a gold award at the first-ever Media Innovations Awards, presented by 'Marketing Magazine' on Nov 15, 2000 at a gala event in Toronto, Ontario. The campaign, which was created by Corporate Communications Ltd, used a 14.5-minute mini-movie titled 'Austin Meets the Admiral,' which was shown during the promotional and commercial time of the Keith-sponsored television debut of the movie, 'Austin Powers, International Man of Mystery.'
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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