Molson Breweries has beefed up its portfolio in the west with the introduction of Jack Hammer, a double-hopped beer made from a blend of bitter hops from the Pacific Northwest and aromatic hops from Germany.
Jack Hammer is available in British Columbia and Manitoba but no decision has been made on further rollout of the brand.
The new brew is being backed with a campaign from BBDO Vancouver that is intended to break through to the hard-to-reach younger beer drinker.
Jim Noble, senior vice-president, creative director of BBDO Vancouver, says, ‘the only way to describe the work is `balls-to-the-wall,’ taking beer advertising to a new level.
‘We’re trying to combine the fact that this is a pretty unusual-tasting beer with talking to our audience in a relevant way.
‘It’s hard selling to that target group because they just hate advertising so much.’
The theme line for Jack Hammer is ‘Start Something.’
The print and television components of the campaign are underway now, with radio starting June 24.
Full page newspaper ads are running in selected publications in the two provinces and three 30-sec. tv spots have been created.
Vancouver grunge band Dog Eat Dogma provided the original music track for tv as well as for three 30-sec. radio spots.
In a departure from traditional media, posters will be used in men’s washrooms in nightclubs catering to the target group.
