HAIRY SASQUATCH CAN by Grip Limited for Kokanee Beer

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HAIRY SASQUATCH CAN

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Industry Beers and Ciders
Media Design & Branding
Market Canada
Agency Grip Limited
Art Director Catherine Allen
Designer Andy Slater
Illustrator Mark Fredrickson
Released October 2012

Credits & Description

Advertiser: LABATT BREWERIES OF CANADA
Agency: GRIP LIMITED
Category: Core FMCG
Designer: Andy Slater (Grip )
Partner/Creative: Randy Stein (Grip)
Partner/Creative: Scott Dube (Grip )
Art Director: Catherine Allen (Grip)
Writer: Ian Simpson (Grip)
Illustrator: Mark Fredrickson

Brief Explanation
The challenge was to communicate the big idea with a limited budget. How do we get the message that we're making a movie out to ALL of our fans? The goal was not only to say what we want to say, but also to make consumers WANT these cans – make them WANT to hold them in their hands and explore them. There’s a certain expectation when consumers open a case of beer, and we wanted to disrupt this - creating talk value surrounding the designs themselves.

Implementation
With the movie nearing completion and the release of the trailer approaching, we chose to create a can that not only celebrated Kokanee's beloved Sasquatch (a character in the film), but also worked as a tool to give consumers special access. Through the use of a QR code, we provided the consumer with the ability to watch the trailer and receive exclusive behind-the-scenes footage right in the palm of their hands.

Outcome
Over 6m cans went into market earning over $300,000 in media impressions. The cans were so coveted that many were put up for sale, and bought, on ebay. Most importantly, the cans were crucial in helping to increase market share 6% over plan.

Client Brief Or Objective
Kokanee is a Western Canadian beer that has used Sasquatch in its communications for decades. Sasquatch would star in a movie as part of a broader campaign designed to engage fans. To launch "The Movie Out Here", we needed the cans to help tell the story of the movie, as well as the process of making it. QR codes on the cans provided exclusive access to never-before-seen footage as well as exclusive movie trailers. The cans also allowed consumers to celebrate the beloved Sasquatch.