Canada: Columbia Brewery new ad campaign to highlight the differences between "real mountain beer” and "not-so-real mountain beer"

Columbia Brewery’s Kokanee is revealing the Rocky Mountain Truth to Ontarians with the launch of a new advertising campaign that uses sounds and images to highlight the differences between "real mountain beer" Kokanee and "not-so-real mountain beer" Coors Light, CNW released August 15.

This week the campaign is expanding to include television, print and online with images comparing the home of the Coors Light Ontario brewery at the intersection of Highways 401 and 427 in Etobicoke, Ontario and the home of Kokanee in the heart of the Kootenay Mountains in British Columbia. Developed by Grip Limited, the campaign will run across the different mediums throughout Ontario.

"Our customers have told us time and again that authenticity is extremely important to them," says Harvey Carroll, vice-president marketing, Labatt Breweries of Canada. "In our opinion, Coors Light has crossed the line in communication by marketing their beer as a "Rocky Mountain Beer." We think Canadians deserve to know the Rocky Mountain Truth - that in fact, none of the Coors Light sold in Canada is brewed in the Rocky Mountains."

Built in 1959, the Columbia Brewery is located in picturesque Creston and is part of the rich brewing tradition of British Columbia. Sourced exclusively from the Columbia Brewery, Kokanee lager is an authentic domestic premium beer and a true taste of British Columbia, named after the Kokanee Glacier which is just up the river from Creston, BC. In addition to Kokanee and Kokanee Light, the Columbia Brewery also produces Kokanee Gold, Kootenay True Ale and Kootenay Mountain Ale.

16 August, 2006