• by Larissa Faw , October 11, 2018

Canadian Mist is evolving its recent brand messaging to give people permission to enjoy their whiskey without the need to impress others. 

The “Garage Games” campaign, developed with PriceWeber, features three well-known trick-shot artists who specialize in pool, ping pong and card-throwing tricks. Each trick shot artist demonstrates unique shots with Canadian Mist at the heart of the creative. 

"We wanted to connect with our consumers that enjoy Canadian Mist at home or with friends and be a little tongue-in-cheek about being 'served in the finest garage bars,''' says Dallas Cheatham, senior brand manager, Canadian Mist. The brand seeks to emphasize the "amazingly simple" mantra of many Canadian Mist cocktails (often including just one mixer), added Cheatham.

This creative is used in three 30-second ads as well as short-form videos with behind-the-scenes footage. Additional creative will be introduced nationally throughout October and November, and will come to life through a number of elements including a partnership with Hulu, as well as social media engagement through Facebook, Twitter and Instagram. The messaging will also be supported with in-store promotions that feature the garage theme as a setting for enjoying Canadian Mist.

The brand's previous "The Great Outside" campaign was centered around being outside, leveraging the tagline "Simply Together." While these prior ads aimed to position the alcohol brand as the go-to for the laid back drinking occasion with friends, Garage Games seeks to build the "neighborhood" as a platform where "we are meeting our consumers on their turf, rather than out at a camp site," says Cheatham.