As the tea and sparkling beverage markets continue to grow, a marriage of these two categories is a compelling way to meet consumer demand, said Andy Bayfield, vice-president and general manager of Canada Dry Mott’s Inc., the Canadian division of the newly created Dr Pepper Snapple Group Inc.
Canada Dry is supporting the launch with television, radio, in-store and banners in major cities across Ontario and Western Canada.
The 30-second commercial, created by JWT in Toronto, starts with a product shot of the new single-serve bottle. A green leaf, part of the Green Tea Ginger Ale logo, floats off the bottle wrap to dominate the shot. The next shot shows carbonated bubbles gliding through the veins of the leaf, before green tea leaves float inside ginger ale bubbles. The spot ends with a yin and yang symbol forming in the fizz bubbling atop a glass of Green Tea Ginger Ale.
The voiceover says: “New Canada Dry Green Tea Ginger Ale with real green tea and the refreshing taste of Canada Dry Ginger Ale—together in perfect harmony. Feel good about what you drink.”
Canada Dry’s Sparkling Green Tea Ginger Ale is currently only available in Ontario and Western Canada, though Canada Dry Mott’s Inc. is discussing a national launch, said Bayfield.
The campaign launched last month and will run through the summer. The Marketing Channel created the banner and in-store materials, while MindShare handled the media buy.
The new sparkling beverage, along with other Canada Dry and C’plus products, is also a part of the “Taste For Living Well” contest that gives entrants a chance at a grand prize that includes a $20,000 design consultation from HGTV designer Kelly Deck as well as $25,000 towards home renovations, a 2009 Subaru Forester, and a Napoleon grill and portable patio heater.
Instant prizes and a cooler full of cash can also be won. The contest can be found at CanadaDry.ca and is being supported by radio, online, in-store and television. It closes Sept. 30.
