September 2009

Moosehead dry ice was launched in the early 90's as an entry into the ice brewed beer fad that was popular in canada at the time. While the fad has long passed, dry ice has remained a strong seller in nova scotia due to its higher alcohol content and low price even though there has never been any advertising for the brand. Seeing an opportunity to increase sales with the college/university crowd a brand re-design was undertaken to freshen the image of dry ice and introduce it to a new generation of beer drinkers. As the budget is limited the brand has been relaunched in small steps; new packaging and a small print campaign that appeared in urban and college newspapers. We wanted the imagery in the campaign to reflect real life beer drinkers so we researched and used (with permission) images found on flickr and facebook. Results have been very positive so far as sales have increased significantly in the past 3 months.

Print advertisment created by Extreme Group, Canada for Moosehead, within the category: Alcoholic Drinks.

He had a certain subtle confidence.

Advertising Agency: Extreme Group, Halifax, Canada

Creative Directors: Iain Deans, Shawn King

Art Director: James Rothenburg

Copywriter: Trevor Millett

Other Additional Advertising Agencys:

Package Design: James Rothenburg

Production Design: Darren Hubley, Sharon Alexander

Account Team: Geoff Wills, Kristen Baker

Comments (6)

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Highest Rated

Guest's picture

What is the deal with the pics on the underside of the caps. Love the beer. I am a 6%ER

Bahamut's picture
Activity Score 105

i don´t think i got thise...

Designerd's picture
Activity Score 4

I like the idea behind the campaign, but i don't really get the copy. In that respect I think it could be way more clever.

Shanty Mathew's picture
Shanty Mathew
Activity Score 130

: ) ...Especially the 'gifted' one.

"A good advertisement is one which sells the product without drawing attention to itself." - David Ogilvy

sandhya rao's picture
sandhya rao
Activity Score 217


Guest's picture


Guest's picture

What is the deal with the pics on the underside of the caps. Love the beer. I am a 6%ER