Turns out Canada Dry ginger ale isn’t just the best mixer for your favorite bourbon. It’s also key to achieving that perfect balance between doing stuff and relaxing to the max.
mcgarrybowen has been AOR on the Dr. Pepper Snapple Group since 2010 (though 7UP later went to Deutsch), and this new campaign aims to help the client’s signature ginger soda compete more directly in the sports drinks market. It’s all sugar and water anyway, right?
It includes “a harder message” and a backing track from one Wiz Khalifa. The message is clear: You should reward yourself with a refreshing carbonated beverage or two or four after doing some of that manual labor/corporate communications/recreational tennis.
Was that guy reading Jonathan Franzen??
“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 the director of marketing and content Chanda Ridley on the campaign page. “We want to help consumers achieve ideal relaxation, using the calming qualities and real ginger taste of Canada Dry Ginger Ale.”
The effort will include digital and social from The Richards Group, but it’s based around two TV spots by mcgarrybowen. The second ad includes a few more examples of that work/play dichotomy along with what may well be the first ever combination hammock-kiddie pool.
FWIW, we will continue to imagine that the people in these ads like to mix their Canadian soda with a bit of that sweet Kentucky sauce.
Client: Dr. Pepper Snapple Group
Chief Commercial Officer: Jim Trebilcock
Senior Vice President, Marketing: Regan Ebert
Vice President: Dave Falk
Director of Brands: Chanda Ridley
Brand Manager: Christina Brand
Content Manager: Jose Torrens
Chief Creative Officer: Matthew Bull
Executive Creative Directors: Cliff Skeete and James Cheung
Creative Team: Chris Pacetta and Peter Williams
Managing Director of Content Production: Dante Piacenza
Executive Producer: Stacy Kay
Producer: Jack Mullenix
Director of Business Affairs: Joanne Garber
Talent Manger: Emilia Diaz
Group Account Director: Katherine Pereira
Account Supervisor: Adam Weiner
Account Executive: Katie Coe
Production Company: Hoffman Bros.
Director: Matt and Mark Hoffman
Executive Producer: John Beveridge
Producer: Michael Schlenker
Director of Photography: Ryley Brown
Editor: Matt Posey, PS260