Articles and News

Rickard's & OUTFRONT Media, Close-Knit!
2012.015 | October 2012


Nothing says fall like a stylish warm sweater…and a cold glass of beer? Molson brand Rickard’s has introduced a new spiced lager called Cardigan, just in time for Canadian Thanksgiving. Specifically crafted to remind beer drinkers about all the great things autumn brings, it only made sense that advertising included Outdoor, showcasing the creative amid the richly coloured leaves of fall.

The campaign consisted of a smorgasbord of Outdoor Poster faces across major markets, enticing thirsty Canadians to try on a Cardigan. The new beer launch also included a special execution with OUTFRONT Media where a 10’ x 20’ Poster was “outfitted” with an argyle vest and a 3D spool of thread on the side which gradually unraveled to reveal that Cardigan is “only available during fall.”

Rickard’s website recommends pairing Cardigan with turkey this Thanksgiving. Your OUTFRONT Media Account Manager has a cornucopia of suggestions on how Outdoor can make a delicious media complement!


Creative: Rethink
Media: MEC
OUTFRONT Media. Always On.

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