The Beer Store and King Ursa Debut the 'Whatever the Case May Be' Ad
Grace Mahas — July 27, 2022 — Marketing
References: thebeerstore & youtube
The Beer Store recently enlisted Toronto-based agency King Ursa to create a cheerful brand campaign dubbed 'Whatever the Case May Be.' With the campaign, long-time customers and new audiences are reminded that it is more than just beer that makes The Beer Store Ontarians' favorite destination. Whatever the Case May Be features four commercials - Hoppy, Jogger, Seltzer, and Stout. Each commercial depicts one of the many types of drinkers The Beer Store sees frequent its locations. The campaign emphasizes that no matter what type of drinker you are, The Beer Store has a cold one that’s right for you— “Whatever the Case May Be.”
“With the goal of revitalizing our brand in the Ontario market, our strategy was to reach a younger audience than our historical core consumer. The media landscape has shifted dramatically in the past few years, most notably with our new millennial target.” says Ryan Calhoun, Associate Director of Strategy at OMD. “In order to connect with this group and drive brand consideration, we needed to reconsider our go-to-market approach and overhaul our media mix. Our proprietary media tools helped us to optimize our channel selection to include digital video and gaming platforms, delivering incremental reach and driving brand relevance.”
Image Credit: Shutterstock
“With the goal of revitalizing our brand in the Ontario market, our strategy was to reach a younger audience than our historical core consumer. The media landscape has shifted dramatically in the past few years, most notably with our new millennial target.” says Ryan Calhoun, Associate Director of Strategy at OMD. “In order to connect with this group and drive brand consideration, we needed to reconsider our go-to-market approach and overhaul our media mix. Our proprietary media tools helped us to optimize our channel selection to include digital video and gaming platforms, delivering incremental reach and driving brand relevance.”
Image Credit: Shutterstock
Trend Themes
1. Brand Revitalization - The Beer Store's 'Whatever the Case May Be' campaign demonstrates the potential for brand revitalization through targeted advertising strategies.
2. Targeted Advertising - The Beer Store's new ad campaign showcases the benefits of using targeted advertising to reach younger audiences.
3. Optimized Media Mix - The Beer Store's use of proprietary media tools to optimize their channel selection highlights the importance of an effective media mix.
Industry Implications
1. Beverage Retail - The Beer Store's ad campaign opens up opportunities for other beverage retailers to refresh their brand image and expand their customer base with targeted advertising.
2. Marketing and Advertising - Marketing and advertising agencies can learn from The Beer Store's success in creating a campaign that effectively targets a new audience through a carefully crafted media mix.
3. Digital Media - The Beer Store's use of digital video and gaming platforms highlights the potential for digital media to help businesses connect with their target audience in new, innovative ways.
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