Campaign details

Agency: Giants & Gentlemen
Advertiser: Mac's Convenience Stores Inc.
Category: Matching Message to Medium

Section I — Case Parameters

Business Results Period (Consecutive Months): 2012 – 2016
Start of Advertising/Communication Effort: May 2, 2016
Base Period as a Benchmark: 2012 – 2015
Geographic Area: Canada, English only.
Budget for this effort: $500,000 – $1 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

Brainfreeze™ . We were up against a behemoth. 7-11's Slurpee is so iconic, that the brand trademarked a verb that is now part of the global lexicon. Enter Mac's Froster: an icy cold drink that has been refreshing Canadians across the country. While available year round, the Froster is (not surprisingly) a bigger seller in the summer and is further supported by Mac's annual under-the-brim Flip the Lip contest for a chance for Froster drinkers to win instant prizes.