So you’re feeling guilty for downing all that beer at the holiday office party. Here’s something that will help put your mind at ease: you’ve actually been doing your part to keep the economic engine running.
While encouraging moderation, a recent long-copy print ad for the Brewers Association of Canada suggests beer consumption is good for the economy.
Created by Toronto-based ad shop Axmith McIntyre Wicht, the ad’s headline is ’56 Billion Empties and Ontario’s Deficit is in the Clear.’ It goes on to explain how the beer industry delivers $5 billion in tax dollars to the provincial coffers.
‘It was a creative, lighthearted way to seize upon something topical in the public [eye],’ says Jeff Newton, president and CEO of the Toronto-based association. ‘Our role is to promote the industry, and to give the beer drinker knowledge about some aspects of the industry that they don’t know about.’
The creative, which ran in the Toronto Star, also informs Ontarians that 30% of their brew is exported and that over 98% of beer bottles are collected for reuse, therefore saving tons of garbage.
While the bulk of beer lovers falls into the 19-to-35 age group, Newton says another objective is to broaden the golden liquid’s demographic appeal.
To that end, the Association will continue its strategy to point out the positive attributes of beer in the next few weeks, when it will launch communications that highlight the beverage’s nutritional aspects.
For instance, did you know that an average beer contains 140 calories (less than juice or milk), and only 14 grams of carbohydrates? There you go: a licence to drink.
Client: Brewers Association of Canada
Agency: Axmith McIntyre Wicht
Creative Director: John McIntyre
Copywriter: Dale Roberts
Art Director: Mike Sipley
Illustrator: Monica Hellström
Production manager: Sam Sham
Account manager: Scott Griffith
