In a bid to build buzz for its summer sampling program, Tetley Canada’s Infusions brand is inviting consumers to follow its auditions for those who can “rescue Canadians from all those artificially-flavoured waters and drink mixes.” And who’s better at rescuing Canadians than firefighters?
To find leaders for its Tetley Resuce Squad (which will appear at events throughout the summer), the beverage brand and its agency John St. are kicking off the “Rescue Your Water” campaign with live-streamed auditions on a dedicated Facebook page. Firefighters will be put through their paces by judges and viewers, who will be able to suggest tasks for the competitors and register votes for their favourites on the site and live-tally outdoor boards.
“It’s like Canadian Idol, with firefighters – your own fantasy firefighter league,” said Angus Tucker, co-creative director at John St, in a release.
Beyond tonight’s event, a series of “head-to-head matchups” will whittle the initial field of 12 down to four fan-favourites.
Meld Media, AmoebaCorp and DataArmada helped create the campaign. MediaCom handled media placement, which includes online display ads, street and in-store materials. Sampling will be handled by Commix Communications.
