On-pack ads raise spirits

On-pack advertising is coming to Ontario liquor stores this fall.Barry Tucker, executive director of the Liquor Licence Board of Ontario, says the llbo's guidelines have just been changed to allow vintners and distillers to attach a gift item to the bottles...

On-pack advertising is coming to Ontario liquor stores this fall.

Barry Tucker, executive director of the Liquor Licence Board of Ontario, says the llbo’s guidelines have just been changed to allow vintners and distillers to attach a gift item to the bottles of wine or liquor they sell in Liquor Control Board of Ontario outlets.

Tucker says the llbo regulates all liquor store advertising and promotion in Ontario.

Last in country

The lcbo stores – a provincial government monopoly – are the last in the country to allow on-pack advertising.

Typically, on-pack advertising is a promotional tool for a vintner or a distiller.

Angela Kroeger, account supervisor at The Forefront Communications Group in Toronto which has the Dubonnet aperitif account, says for two months this fall anyone buying a 750-millilitre bottle of Dubonnet Red will receive an attached miniature (50-mL) of Dubonnet Ambre.

David Rose, president and creative director at Forefront, says the prototype on-pack creative for Dubonnet is in France now at parent company Ricard headquarters.

Bob Russell, president of Russell Design in Toronto, says on-pack advertising should mimic the basic stance of a product and aid recall.

Lesley Myers, communications manager for the B.C. Liquor Distribution Branch, says on-pack advertising has done well in that province with winter then summer being the most heavily used on-pack advertising seasons.

Myers says as part of its environmental tie-in, Alberta Distillers has attached a water flow restrictor to its bottles of vodka and pine tree seed packages to its bottles of rye whisky.

George Rodziewicz, director of communications at the Alberta Liquor Control Board, said in a brief interview from Edmonton, a number of on-pack items such as drinks glasses and miniatures are permitted in the prairie province.

Used elsewhere

As well as the on-pack Dubonnet advertising for Ontario this fall, Kroeger says the same on-pack promotion will be used in Quebec, New Brunswick and b.c.

She says other fall on-pack advertising for Dubonnet is slated for p