Okanagan Spring Brewery begins Three Thumbs Up campaign
Okanagan Spring Brewery of Vernon, BC has begun a campaign called "Three Thumbs Up" promoting a new product called the Hefeweizen Pack. Developed by Open of Toronto, the campaign consists of out-of-home, radio and digital advertising. The 12-bottle package contains three beer varieties: Okanagan Spring Sonder Hefe, Ginger Hefe and Spring Lime Hefe. Open also developed the names for these beers, along with the package design. The advertising creative focuses on the idea of wishing for three hands to hold the three flavours at once.
"These are three delicious new beers for Okanagan Spring, and you can't pick one over the other," said Martin Beauvais of Open. "Who else than a three-handed man to get the point across? It was a fun campaign to develop. Elements like our three-handed cursor that appears when users roll over one of our Hefeweizen Pack banners really highlight the versatility of this idea."