Canada Dry unveiled its new “Relax Harder” campaign – encouraging consumers to relax as hard as they work and play in their daily lives, with the help of the soothing and refreshing qualities of Canada Dry Ginger Ale. The new “Work Hard. Play Hard. Relax Harder.” tagline is intended to reflect Canada Dry’s position as a trusted brand with consistent taste and soothing and refreshing qualities, allowing consumers to move past their busy work and social schedules to achieve the ultimate relaxation.
“We built this campaign based around the idea that our target takes work and play very seriously, so it’s just as important to set aside time for themselves to relax and recharge,” said Chanda Ridley, director of marketing and content for Canada Dry. “We want to help consumers achieve ideal relaxation, using the calming qualities and real ginger taste of Canada Dry Ginger Ale.”
Backed by a robust digital, social, and television campaign, Canada Dry Relax Harder shines light on increasingly hectic schedules and chaotic workloads, suggesting consumers compensate for both working and playing hard by choosing the real ginger beverage to enhance relaxation moments. Two ad spots from mcgarrybowen – viewable on the Canada Dry microsite – open with individuals hard at work and close with them settling into their own unique moment of unwinding that takes relaxation to the next level. Accompanying digital and social creative from The Richards Group extends the relaxation mission, sharing a social series of refreshing Canada Dry cocktail recipes and interactive content on the brand’s channels.
“The truth is - nowadays, we have to work at relaxing,” said Ridley, “so our intention is to convey the idea that while it's important to work hard and play hard, in order to reenergize, we have to compensate by relaxing even harder.”
The creative campaign behind “Relax Harder” will have a broad appeal around premier sports due to strategic partnerships with ESPN and NBC Sports, leveraging a series of television spots that mix quick cuts of athletes and business people alike to convey the feeling of action and urgency that Americans feel on a day-to-day basis. The spots are intended to fool viewers into thinking they are watching the latest sports brand advert, grabbing their attention and then hijacking the ad to show a person pushing the limits of relaxation with Canada Dry.
The ads will air in conjunction with influential sporting events throughout the year, such as the Kentucky Derby, Australian Open, Stanley Cup, Wimbledon, and US Open. The sports programs will connect those who identify with the concept of pushing the limits, relaxing to the ‘nth’ degree and would desire Canada Dry’s relaxation sentiment.
In addition, during the NBC’s “Championship Season,” custom features, real-time social highlights and in-game messaging, as well as a digital video created by mcgarrybowen, will inspire consumers to take the ‘me-time’ they desire and reveal what's most important: relaxing harder.
Pick up a Canada Dry Ginger Ale today at your local retailer to unwind and experience the real ginger taste and rejuvenating qualities.
To learn more about Canada Dry, visit www.canadadry.com.
About Canada Dry
Canada Dry, a brand of Dr Pepper Snapple Group (NYSE: DPS), is a leader in great-tasting premium beverages. Founded in 1904 by John McLaughlin, Canada Dry got its first start in Toronto, Canada, and is now enjoyed by fans for its real ginger taste. The Canada Dry portfolio also contains club soda, tonic water, sparkling water and other flavored beverages such as bitter lemon, pineapple and wild cherry. DPS is a leading producer of flavored beverages, marketing Canada Dry and 50-plus other brands across North America and the Caribbean. For more information, visit CanadaDry.com or DrPepperSnapple.com. For the brand’s latest news and updates, follow Canada Dry at Facebook.com/CanadaDry.