Shopper Marketing - June 2017 - 14
Canada Dry Rewards
Brand uses digital incentives, sports intensity to target
By Joe Bush
Plano, texas - Dr Pepper Snapple Group's
Canada Dry is urging consumers to take their
The brand mixed sports intensity with leisure
time in a "Relax Harder" campaign that began
the night of the National Collegiate Athletic
Association's College Football Playoff National
Championship with spots on NBC and ESPN
featuring rapper Wiz Khalifa's "Work Hard Play
Hard" song. TV spots from McGarryBowen,
New York, will schedule to run throughout the
year during other influential sporting events
such as the Kentucky Derby.
The campaign positions Canada Dry ginger
ale in the sports drink category.
Some of the insights driving the program in14
y SHOPPER MARKETING JUNE 2017
dicated that consumers try to accomplish too
much in their daily lives and don't unwind, says
Chanda Ridley, Canada Dry director of marketing and content. "In today's society, consumers are constantly being bombarded with the
message to do more. As a result, they are overextending themselves, forgoing vacation days
from work and feeling overloaded. Although
we definitely believe in the
benefits of working and
playing hard, we also realize the importance of relaxing and recharging, so we're
communicating that to consumers."
Although Canada Dry
has high brand awareness,
it's not always top of mind
for shoppers, Ridley says.
To bring its relaxation
message in-store, Canada Dry used its packaging to promise a $2 Visa Digital reward for
submitting receipts after making purchases
from March 1 to April 30.
The following retailers supported the campaign with custom activity:
n Ahold Delhaize chains used shelf talkers to
promise Redbox rewards with the purchase