Following its 30th anniversary, Sleeman Breweries, Canada’s third-largest brewer, formally launched a new positioning and brand campaign featuring new packaging design, a 30-second commercial spot, digital and social content, as well as a website redesign and the tagline, “Here’s to Craftier Thinking.” The brand refresh comes from The&Partnership, and will roll out through the summer.
Sleeman’s new packaging design extends across the brand’s entire product lineup. The new core portfolio design for Sleeman’s Original Draught, Clear 2.0 and Light brands reinforces the brand’s heritage, quality and easy-drinking appeal. The updates to Sleeman’s specialty portfolio feature engaging stories and illustrations that highlight each beer’s unique profile. The new Sleeman packaging began to roll out to market in April.
“Our new positioning captures the spirit of craftier thinking that is at the heart of everything we do — and in every drop of beer we brew,” said Dana Brochu, director of marketing at Sleeman Breweries Ltd. “Our success is rooted in a willingness to think differently and creatively about the product we make. We think that this approach will resonate with like-minded beer lovers.”
The campaign also features a new 30-second commercial spot (below). The humorous ad features a series of Sleeman drinkers performing various “beer hacks” such as turning an empty Sleeman beer can into a popcorn popper or pouring Sleeman beer into ice cube trays to make beer cubes. The ad goes live today and will be supported with a robust national media campaign in English and French, running through the summer on television and in digital channels.
“Craftier thinking has been engrained in Sleeman’s DNA since day one,” explained Ron Smrczek, executive creative director, The&Partnership. “Today, we simply want to turn the lens on the brand’s drinkers and celebrate the important role their craftiness has played in making Sleeman one of Canada’s most iconic brands.”
As part of the campaign, Sleeman fans will be encouraged to share their own life hacks via social media. The campaign will also benefit from paid media support on key occasions throughout the summer.
Sleeman Breweries Ltd. is the third largest brewing company nationwide. The company has built an impressive portfolio of beer brands in Canada that includes well-loved Canadian brands such as Sleeman, Okanagan Spring and Unibroue, along with world-class beers including Sapporo and Pabst Blue Ribbon.
Sapporo Breweries Ltd., known for its rigorous Japanese brewing standards, acquired Sleeman in 2006. The company now markets and/or distributes world-class domestic and imported products and is home to 1,000 employees nationwide.