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Labatt is encouraging Canadians to leave their mark in celebration of Alexander Keith’s 214th birthday.
The commemoration campaign kicked into high gear last week with the national launch of a 30-second TV spot showing young adults signing the camera lens in a series of vignettes.
After the last person signs the camera, the point of view rotates 180 degrees to reveal a massive birthday card signed by hundreds of people attending a Keith’s birthday party celebration.
A super reads “Alexander Keith left his mark. Now leave yours. Sign his birthday card at Keiths.ca.”
The spot ends with Alexander Keith’s tag line “Hold True” and Keith’s signature.
Keith’s signature has become a part of the brand’s identity and a symbol of importance, said Rob Perri, brand manager, Alexander Keith’s.
“By using the signature it allows us to express we still place a lot of value on what Alexander Keith represented and the principles that he set forward for us.”
The campaign, from agency-of-record Publicis Toronto, includes radio, newspaper, out of home and an online contest.
“The new campaign, and especially this latest spot, really captures the essence of what Alexander Keith believed and reflected in his distinctive beer–live life by a set of principles that you truly believe in,” said Gino Cantalini, vice-president, brand director at Publicis Canada, in a release.
Satellite parties and events will also be held in hundreds of pubs and bars across Canada, leading up to a concert in Halifax next to the Keith’s Brewery Oct. 5.
At each party, patrons will be encouraged to sign a giant card. All of the cards will be collected and condensed into one large 3-D card on Facebook, said Perri.
In addition, visitors to Keiths.ca and Facebook.com/Keiths can sign a birthday card for a chance to win a grand prize trip to Halifax for next year’s festivities.
Consumers are also encouraged to create their own Keith’s card and get as many friends as possible to sign it. The two fans with the most signatures will be eligible to win their own parties.
Keith’s has also extended the campaign to include retail and in-pub promotions. A national in-pack sweepstakes drives consumers to Keiths.ca for a chance to win a trip to Alexander Keith’s big birthday concert in Halifax.
