Corby Distilleries conducts Lamb's Black Sheep Rum campaign
Corby Distilleries is conducting an online campaign in support of its Lamb's Black Sheep Rum. The initiative, developed by John St. of Toronto, takes the form of a contest on Facebook and Twitter called "Live like a Black Sheep." The campaign also includes 10-second television commercials. The promotion is intended to encourage consumers, primarily young men, to avoid traditional bars and do something more memorable. Consumers can enter by submitting a description of an adventure that they would enjoy. Winners will receive items that are intended to help them live this adventure. "Most spiced rums talk entirely about the in-bar experience," said Simon Bruyn, a writer John St. "But the really memorable stuff guys do together rarely happens there. We wanted to inspire these adventures by giving our guys free stuff that will lead to these epic stories."