Most singles can’t avoid being asked about their relationship status at the family dinner table during the holidays. To help them get out of this situation, Simply Spiked is offering them the opportunity to invite reality TV star Tyler Cameron to a family sit-down this holiday season.
The Molson Coors brand is launching the contest as part of its new campaign to promote its first LTO, Cranberry. According to Simply, “Juicy Plus One” leverages the brand’s cheeky tone of voice and disruptive personality to connect with its target audience during a key season. Simply is also using contextual ads on Tinder to bring the brand to the forefront right when the target audience is looking for a partner (or just a companion to take home for the holidays).
“This campaign taps into our cheeky tone of voice while staying true to the brand’s DNA of not taking ourselves too seriously,” Jeanene Miniaci, senior marketing manager of beyond beer and innovation at Molson Coors, tells strategy. “By helping them turn an annoying situation into a juicy one, we wanted to bring our fans in on the fun… We’ve built off the previous Simply Spiked work to create a Cranberry world that stays true to our sweet and tart personality.”
In its previous work, Simply invited older Canadians to text a hotline for advice from their Gen Z counterparts on how to use the right emojis, rather than those that can be misinterpreted, such as a peach meaning a posterior. The creative played on the common saying “drink responsibly” in alcohol ads, replacing “drink” with “peach.”
Ver esta publicación en Instagram
With the new campaign, the brand is looking to reach Canadians over the age of 21. And because the category has evolved, Miniaci says, Simply is specifically looking to attract millennial shoppers. “This is the audience Simply Spiked’s brand personality has been designed to reflect and the product is made for,” she says. “Landing on the insight, which is likely a universal experience for this demographic, combined with the current pop culture relevance of dating reality TV shows, will hopefully resonate.”
The campaign will run until Nov. 14 and includes organic social media and paid assets on Meta. Residents of Canada (excluding Quebec) and the U.S. will be able to fill out a short form on a dedicated campaign webpage to enter the contest.
Rethink was behind the creative, while Publicis Media led media buying.
