Montreal, June 14, 2018 – dada is unveiling a new campaign to support the launch of Unibroue’s new peach-flavoured IPA, the first beer in the Quebec brewer’s all-new Autre Chose (“something else” in English) series. The campaign strikes a humorous tone that plays with the name of the new line, inviting the consumer to choose “something else” beside the usual gin and tonic with two limes, pitcher of sangria or glass of white wine. Spanning wild postings, event sponsorship, trade publications and magazines, the campaign also features the upcoming young comedian Arnaud Soly in web ads.
Specifically, the campaign can be seen in a pre-roll video broadcast on Radio-Canada, Tout.tv and YouTube, as well as in high-impact wild postings deployed downtown and in the Plateau-Mont-Royal and Rosemont–La Petite-Patrie neighbourhoods. A partnership has also been created with Urbania on the occasion of the magazine’s 15th anniversary, which will involve official sponsorship of the launch party of the magazine’s latest edition, web banners on the Urbania website and a promotional ad in the anniversary magazine with a “scratch and smell” stunt that allows readers to discover the new flavour of beer.
“Our consumers had been asking for an IPA for a while. We used our flavouring expertise to create a slightly more complex IPA that combines peach flavour with the beer’s balanced malt and hops profile. With the arrival of Autre Chose, Unibroue is inaugurating a new segment in the category of Belgium-style beers refermented in the bottle that have contributed to the company’s success for the past 25 years,” explains Lisiane Jobidon, Marketing Manager, at Unibroue.
“The launch of Autre Chose makes a clear statement about Unibroue’s ability to propose beers that break out of the usual categories and beverages. This meant we had to deliver a campaign that took the brand into new territory. The double entendre in the name Autre Chose was a creative springboard that allowed us to be bold. Different offensives will be deployed to encourage consumers to try Autre chose in a variety of contexts over the summer,” adds Andréanne Isabelle Poitras, Vice-President of dada.
Consumers will be able to discover one or two new products a year, some of which will only be available on a limited-time basis while others will be stocked year round on shelves at in-store. For the first time in its history, the company has chosen to offer Autre Chose in a format other than its iconic 750 ml bottle. The peach-flavoured brew will come in a 625 ml bottle format as well as a 437 ml can. Consumers will also be able to purchase it in 6 x 341 ml holders, as well as on tap at several bars and restaurants in Quebec.