If it’s not Scottish…

When Sleeman bought a brewery in the Maritimes, it wanted to create a new brand for the area. They called the beer Maclays, which launched exclusively in the Maritimes last June. A new campaign by Toronto-based Zig, which includes radio spots and billboards, introduces the brand.

When Sleeman bought a brewery in the Maritimes, it wanted to create a new brand for the area. They called the beer Maclays, which launched exclusively in the Maritimes last June. A new campaign by Toronto-based Zig, which includes radio spots and billboards, introduces the brand. Maclays Traditional Pale Ale, brewed in Dartmouth, N.S., is named after and licensed from the famed Scottish Maclays brewery from 1842.

Five different radio spots feature a Scottish man who extols the virtues of the ale, while the billboard execution shows a glass of beer with an image of the Loch Ness Monster lurking in the foam, and the slogan ‘A taste of Scotland.’

Andy Macaulay, partner at Zig, says the ads focus on Scottish tradition to link the Maclays name with its historic past, as well as to link Maritimers with their own heritage. The fact that it’s brewed in Nova Scotia, which is emphasized in the radio spots, is an even greater pull. Says Macaulay: ‘The modern Maritimer is very proud. Anything that’s brewed in the Maritimes, he’ll try.’

The campaign seeks to let consumers know they have an alternative to the mainstays Keith’s and Moosehead.

Credits

Agency: Zig

Client: Sleeman

Creative Directors/Partner(s): Elspeth Lynn, Lorraine Tao

Art Director: Mark Puchala

Copywriter: Jeff Dack

Planner/Owner: Andy Macaulay

Project Manager: Nicole Hrinco