J.P. Wiser's conducts Hold It High campaign
J.P. Wiser's has begun a national campaign for its whisky product line that focuses on the theme of friendship. During July, the company used a website at <http://www.holdithigh.ca> to collect approximately 1,000 visitor messages taking the form of a personal greeting to a friend. A portion of these messages are now appearing in billboard, transit shelter and radio executions. Each execution will run in the neighbourhood in which the intended recipient is most likely to encounter it.
The campaign also includes a customized shipping container housing a recording studio and a whisky sampling area. The travelling installation will allow consumers to record greetings to friends and post them to social media sites. This component of the campaign will begin in Toronto on Sept. 29.
"Our aim is to allow friends to show appreciation for one another by encouraging them to call out the qualities that make their friendships unique," said Sam Jacobs, the company's brand manager for Canadian whisky. "J.P. Wiser's is honoured to share ad space with people who genuinely care about their friends."