ALPINE MAX BEER: BABIES BITES

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Released:	September 2007
Advertiser:	MOOSEHEAD BREWERIES
Brand name:	ALPINE MAX BEER
Agency:	Extreme Group
Country:	Canada
Category:	Alcoholic drinks
Tags:	CANADA

Credits:

Advertising Agency: EXTREME GROUP, CANADA, CANADA
Creative Director: Shawn King/Cliff Thompson
Scriptwriter: Bruce Whelan/Iain Deans
Agency Producer: Laurie Blank
Account Supervisor: Geoff Wills


Script in English
ANN: New Alpine Max presents: The Definition of Intensity.
You’ve been bitten by a poisonous snake.
SFX: Buzzer

ANN: You’ve been bitten by a poisonous snake that gave birth to 200 babies, who are also biting you.
SFX: Buzzer

ANN: You’ve been bitten by a poisonous snake and its babies while being suspended above piranha-infested waters.
SFX: Buzzer

ANN: Plus you’ve been shot.
SFX: Buzzer

ANN: And stabbed.
SFX: Buzzer

ANN: And you’re starting to chafe.
SFX: Bell

ANN: New Alpine Max, strong beer in a stubby can.
Alpine Max – for a limited time, just $8.75 an 8 pack.
Brief Explanation
Our insight rested with the fact that Alpine Max’s unique content and packaging allowed it to have personality traits that would make it perfect for those occasions when a regular beer just won’t do.

Three 30 second radio spots, retail POS, and 11 custom-designed, farcical tee-shirts were selected as the mediums of choice. In New Brunswick, radio is a major player in reaching this demographic.

The radio spots dramatise the Alpine Max occasion with over-the-top situations, and make the point that there is an occasion for regular beer, and there are occasions when a regular beer won’t do. In terms of tone, we chose to tap into our target’s sense of humour: edgy, unexpected, blunt and unconventional (ie. Family Guy, Jackass, etc).