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Brick Brewing Co. Limited has launched its first TV ad in support of its flagship Red Baron beer brand, which only airs during CBC’s Hockey Night in Canada.
The 15-second spot from Guru Studio Toronto uses computer-generated imagery to promote the Red Baron and Red Baron Light labels. The two clear bottles sit on a frozen pond with a wood cabin and Canadian flag in the background.
The words “clean,” “crisp,” and “refreshing” move around the bottles, before the spot ends with the tag line, “Looks great. Tastes even better.”
Sean Dennis, director of marketing for Brick Brewing Co. Limited said the ad answers the important questions: where it’s brewed, how much it costs, and where it’s available.
The spot launched during CBC’s coverage of the Winter Classic at Fenway Park Jan. 1, when the Boston Bruins beat the Philadelphia Flyers 2-1, and marks the brewer’s first foray into TV advertising.
Previously, Brick Brewing relied on radio and out-of-home to promote the brand. TV seemed like the logical next step, said Dennis. Consumers are spending more time at home, “perhaps in front of the TV… so for us doing TV was a big leap and one that was needed,” he said.
The ad will now air every Saturday during Hockey Night in Canada until the playoffs, where many of its competitors can also be seen, said Dennis.
“When we see what competitive brands are doing and how much advertising we see within Hockey in Night in Canada–it’s probably proof enough to see why it makes sense to promote within that channel,” he said.
The spot, titled “Pond of Dreams,” builds on the success of the revitalized Red Baron brand, which underwent a package redesign in 2009.
Brick handled the media buy internally.
