By Taruka Srivastava, Freelance journalist

July 27, 2022 | 2 min read

The Beer Store is highlighting how from lagers-drinkers to hard seltzer fans and barbeque enthusiasts wanting pilsners, there’s something for everyone available at its shop in its latest ad campaign.

The campaign, titled ‘Whatever the Case May Be,’ by Toronto-based agency King Ursa, has rolled out a series of four 15-second videos. Each features how whatever the occasion may be, there is something people can pick up in-store – with customers singing to the tune of The Colonel Bogey March.

The campaign is further supported by contextual ads across social, digital and in-store with messages including: “When was the last time you drank something for the first time?”, “Searching for cold singles in your area?” and “Find the beer you didn’t know you were looking for.”

King Ursa and The Beer Store’s media agency, OMD Worldwide, are working closely on the campaign to reach new consumers.

“We know consumers’ tastes and shopping behaviors vary as much as the culture and landscapes of this amazing province, so we knew we needed to appeal to a broad and diverse audience,” said Natasha McVie, director of marketing at The Beer Store.

Ryan Calhoun, associate director of strategy at OMD, added: "With the goal of revitalizing our brand in the Ontario market, our strategy was to reach a younger audience than our historical core consumer. The media landscape has shifted dramatically in the past few years, most notably with our new millennial target.

“In order to connect with this group and drive brand consideration, we needed to reconsider our go-to-market approach and overhaul our media mix. Our proprietary media tools helped us to optimize our channel selection to include digital video and gaming platforms, delivering incremental reach and driving brand relevance.”

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