Sleeman, Roche alliance cancelled

Geoffrey B. Roche & Partners of Toronto cites philosophical differences as the reason behind its resignation of the Sleeman Brewing & Malting account after a six-month run.Roche, the first agency for the Guelph, Ont. microbrewery, won the account last December in...

Geoffrey B. Roche & Partners of Toronto cites philosophical differences as the reason behind its resignation of the Sleeman Brewing & Malting account after a six-month run.

Roche, the first agency for the Guelph, Ont. microbrewery, won the account last December in a review that included Padulo Advertising and Promanad Communications.

Kevin Meens, vice-president marketing and sales, says the agency will not be replaced and adds the advertising function will be taken back in-house.

Sleeman first operated from 1834 to 1933. Fifty-five years later, President John Sleeman, descendent of the founder, revived the operation.

Meens says Sleeman does not want to compete with the major brewing companies, but rather wants its own niche based on the history and processes that are unique to the company.

He says Sleeman can be a stubborn client because it was started with a dream that continues to guide the way the company does business every day.

The rotation of four tv commercials created by Roche end next week and the use of tv will be assessed by the company at the end of the year.

A print and radio campaign, created in-house, launched last week.

The print advertising uses a National Enquirer style, while the radio has been revived from pre-Roche days.

Meens says new radio spots will be created for the July/ August run. PS