It has been three years since Labatt Breweries’ Kokanee brand killed off its popular Ranger mascot following an online vote. Emboldened by his untimely demise, longtime nemesis Sasquatch is growing increasingly daring in the pursuit of his favourite beer.
In a new campaign from Toronto’s Grip Limited, a series of TV, cinema pre-roll and big box ads are directing viewers to a Facebook game called “Stop Sasq,” in which players use their computer mouse to fire items like a stuffed beaver and a coffee flask at Sasquatch as he attempts to make off with cases of Kokanee.
“The Ranger played a critical role in that he’s always protected Kokanee from Sasquatch, but with the Ranger being dead, he seems to be popping up a lot more often,” said Mike Bascom, national marketing manager for Kokanee in Toronto. “He’s stealing Kokanee left, right and centre right now.”
The campaign is aimed primarily at consumers in Kokanee’s core Western Canada market, but is also getting some national play said Bascom. “It’s really about connecting Western Canadians to the brand,” he said. “Western Canadians love Sasquatch and Kokanee, and we know Sasquatch loves Kokanee, so it’s kind of completing that circle.”
According to Bascom, Facebook also played a role in Kokanee’s return to Atlantic Canada this year, after being absent from the market since 2007. “With Facebook we can really listen to what people want,” said Bascom. “We’ve seen a lot of demand [from Atlantic Canada] consumers, so we’ve responded.”
