Our insight rested with the fact that Alpine Max’s unique content and packaging allowed it to have personality traits that would make it perfect for those occasions when a regular beer just won’t do.Three 30 second radio spots, retail POS, and 11 custom-designed, farcical tee-shirts were selected as the mediums of choice. In New Brunswick, radio is a major player in reaching this demographic.

The radio spots dramatise the Alpine Max occasion with over-the-top situations, and make the point that there is an occasion for regular beer, and there are occasions when a regular beer won’t do. In terms of tone, we chose to tap into our target’s sense of humour: edgy, unexpected, blunt and unconventional (ie. Family Guy, Jackass, etc).