TORONTO--Stroh Brewery has brought a top U.S. craft ale to Canada and is backing the brand with a homespun campaign featuring the beer's creator. In-house
creative for Pete's Wicked Ale broke in major markets with radio, point-of-purchase and print, the latter two featuring the tagline "Get Wicked tonight" with a drawing of brewery founder Pete Slosberg raising a glass. "What we're going to do is have the consumer be comfortable with who Pete is," says Marketing Director Kevin Meens at Stroh Brewery Canada, which handles the No. 1 U.S. craft ale under license from Pete's Brewing Co. "He's the guy next door, down-to-earth, telling you about beer." Pete's Wicked Ale is keeping its U.S. positioning slogan--"America's original brown ale"--in Canada and Meens thinks that will draw discerning drinkers. "This segment is all about getting on a consumer's menu," he says. "Get Wicked" runs into December with a spend of $130,000.
Copyright November 1998, Crain Communications Inc.