Latitude, Richards Help Canada Dry Celebrate

DALLAS Canada Dry will introduce a “Just north of everyday” tagline to commemorate its 100th anniversary in a spring campaign, the client said.

The campaign for the Dr Pepper/Seven Up brand recognizes the ginger ale’s Northeastern and outdoor roots, according to Kelli Freeman, director of marketing for the client.

“Canada Dry has always enjoyed its ties to nature,” Freeman said. “This new campaign reminds consumers that Canada Dry joins them in their celebration of simple, fun times with their families and it captures the brand’s ‘Just north of everyday’ taste and personality.”

Beginning this spring in the Northeast and running nationwide through July, the effort will include special-edition anniversary cans, container wraps, outdoor billboards and two 60-second radio spots, the client said.

In the Northeast, the campaign will be supported with point-of-sale materials like static clings and shelf talkers.

Latitude and The Richards Group of Dallas both contributed creative elements to the anniversary campaign. Media spending is unknown.

The Plano, Texas-based client spent $300,000 on ads for Canada Dry in 2003, per TNS Media Intelligence/CMR.