Kokanee campaign

R Shaver and D Shee

Kokanee was a minor beer from the Columbia Brewing Company, owned by Labatt. When broadcast restrictions on beer advertising were lifted in 1982, it was decided to develop a small test campaign for radio and TV in BC.
Agency: Scali Mcabe SlovesAuthors: R Shaver and D Shee

Kokanee

INTRODUCTION

Humour has always played a role in beer advertising. Good times, 'yuks with the buddies', and the sense of satisfaction after a job well done have all been paid homage by Canada's beer brands. But off-the-wall sight gags, Monty Pythonesque vignettes of absurd situations and improbable characters have been noticeably absent from the genre. Beer drinking may be associated with fun, but it had been generally portrayed by advertisers as 'serious fun'. Then Kokanee hit the scene in British Columbia.

Kokanee did for British Columbia beer...

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