Special Report: Out-Of-Home Media: Carling piece brings new dimension to transit ads

Dishwashing liquid, antifreeze, food coloring, and water: unusual components for outdoor advertising.But 3-D Carling Ice Beer bottles filled with this appetizing combination of liquids are protruding from the sides of Toronto buses as part of Molson Breweries' summer promotions.The transit posters...

Dishwashing liquid, antifreeze, food coloring, and water: unusual components for outdoor advertising.

But 3-D Carling Ice Beer bottles filled with this appetizing combination of liquids are protruding from the sides of Toronto buses as part of Molson Breweries’ summer promotions.

The transit posters display a seven-foot-long mould of the Carling Ice Beer bottle lying horizontally alongside the tag line ‘Carling: A great deal more than a great deal.’

The liquid inside the bottle sloshes as the bus moves, producing a beer-like foam visible to drivers and pedestrians.

This is the first time in the history of outdoor transit advertising that a liquid has been used in conjunction with 3-D production, says Alan High, a partner at Jory High & Associates.

Jory High & Associates, a Toronto-based production house specializing in outdoor advertising with a focus on 3-D, facilitated and executed the promotion.

FCB Canada handled the creative.

According to High, 3-D outdoor works because it grabs people’s attention every time they see it.

‘One of the beauties of 3-D outdoor and the transit medium is if you don’t catch it the first time, you’ll get it the second time you see it, and it’ll have a double-take effect.

‘Three-D has a level of recognition and awareness you would not normally get with the flat board,’ High says.

Outdoor transit advertising hits the broad target market for the Carling family of beers, says Freda Colbourne, director of corporate communications for Molson Breweries.

Carling brand beers, priced lower than other beers, target people who want value for their money. That’s everyone in today’s world, no matter what age or income, and thus a mass market vehicle, she says.

The transit promotion will run in Toronto until mid-October and until the end of the year on Hamilton public transit.