Canadian Mist Takes It Slow

PriceWeber’s first campaign for Canadian Mist is all about relaxing—Canadian style.

The Louisville, Ky., agency is launching a series of print and outdoor ads combining spectacular Canadian scenery with a “sip and savor” approach that research indicates appeals to fans of brown whiskey.

In one print piece, the copy—”Atmosphere is everything”—literally hangs like fog over a pristine lake.

“The notion of relaxation and reparative drinking drew tremendous feedback from consumers,” said Dan Kelley, vice president and brand general manager of Brown-Forman’s Canadian Mist.