Moosehead Dry Ice Beer: Confidence

He had a certain subtle confidence.

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.

Advertising Agency: Extreme Group, Halifax, Canada
Creative Directors: Iain Deans, Shawn King
Art Director: James Rothenburg
Copywriter: Trevor Millett
Other Additional Credits:
Package Design: James Rothenburg
Production Design: Darren Hubley, Sharon Alexander
Account Team: Geoff Wills, Kristen Baker
Published: September 2009


Bahamut's picture
105 pencils

i don´t think i got thise...

Designerd's picture
4 pencils

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
130 pencils

: ) ...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
217 pencils


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

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