Moosehead Breweries begins outer-self campaign
Moosehead Breweries has begun a multimedia campaign for its Moosehead Lager brand. The campaign, developed by John St. of Toronto, encourages consumers to get in touch with their "outer-self;" the part of themselves that want to be outside. Television commercials describe devices such as indoor fitness equipment and ergonomic office chairs as things that are designed to suppress the outer-self. The campaign also includes a website at Outerself.ca, a Facebook page and a Flickr group at which consumers can submit photographs of themselves outside. "Moosehead has always been synonymous with the outdoors," said Angus Tucker, co-creative director at John St. "There's a moose on the label. The outdoors is in the brand's DNA, and similarly, the outdoors is in our DNA. Canadians love the outdoors, which is why Moosehead is a staple in cottage country, at backyard barbecues, and on patios and decks everywhere. Who better than Moosehead, a beer that stands for the outdoors, to get beer-drinkers back in touch with their outer-selves?"