Okanagan Spring Brewery has chosen TBWAVancouver as its agency of record after an account review.
Since Okanagan parted ways with Vancouver’s Rethink in January 2004, the brewery has worked with Jeff Lewis of Me and Lewis on a project basis.
“Now we really need that dedicated focus from an agency in all areas, whether it is our communication messaging, our overall strategy, our website etc.,” said Glen Jessup, brand manager for the brewery. “We are at that point now where we can hopefully make some real impact in the market.”
Since rebranding six of its beers last August, sales have gone up 10%, said Jessup.
“It was really unexpected that we would see that kind of change in a relatively flat market,” he said, adding there was no marketing push accompanying the launch of the new packaging, though the marketing budget for Western Canada should hit $1 million this year.
And while the brewery is just starting to gather data, anecdotally it appears the new bright red labels with large white lettering designed by Subplot of Vancouver, are finding their way into the hands of the much sought younger demographic.
It’s unlikely the core demographic of males 35 to 40 are drinking more of the product, he said. “[The sales lift] has to be attributed to new people picking it up.”
Jessup said Okanagan will likely advertise on radio, outdoor and online by the summer. The goal is also to increase the brewery’s presence in Alberta.
Andrea Southcott, president of TBWAVancouver said the agency is looking forward to working on a beer brand again. The agency, then known as Bryant Fulton & Shee, worked on Kokanee for 18 years until 2001.
“It’s nice to be working with a big brand again and with a really great team,” said Southcott.
