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Sleeman Breweries Ltd. has launched its first TV ad in more than four years in support of its flagship brand.
The Guelph, Ont.-based brewer was purchased by Sapporo Breweries in 2006 and was on an unofficial advertising hiatus until now. The new ads are part of the first multi-platform campaign from Dentsu Canada since landing the account over a year ago.
Sleeman initially contracted Dentsu for a brand positioning project in April 2008, and then handed it agency of record status nine months later without a formal review.
The agency spent the last year strategizing and preparing for the launch of this campaign, said Glen Hunt, creative catalyst, Dentsu Canada.
“We went out and spoke to consumers who said ‘Where are you? [We] haven’t heard from you in a while and we’d like to,'” said Hunt of Sleeman’s return to TV.
The brewery has long focused on its heritage, and is now highlighting its unknown lineage with one 60- and a series of 15-second ads that use the new tag line “Notoriously good since 1834.”
The 60-second spot introduces viewers to a cast of real life characters who inspired the brewery’s beginnings, while the shorter ads focus on individual characters like Al Capone, who was apparently a fan of the beer.
The spots are part of a bigger effort that includes print, posters and in-bar elements like a specially designed pint glass and tap handle. The characters are also featured on coasters, which is a “great media form in this case,” said Hunt, because they provide a little history on each individual.
“Notoriously good” targets individuals 25 and older who are looking for a “notoriously good evening,” jokes Hunt.
“Sleeman is not for the brown bottle beer drinker,” he said. “It’s a little more premium.”
The campaign will run through the summer, with Carat Canada handling the buy.
