Sleeman Beer Debuts Slick Summer Makeover & Ad Campaign

Few things are more refreshing than a cold crisp beer on a hot summer day, according to the modern beer marketer. One company is taking full advantage of this sales strategy by debuting a new look and ad campaign as the temperature begins to climb.

Sleeman Breweries’ new packaging design extends across the brand’s entire product line-up, and features “Sleeman” in large bolded letters running down the length of the cans and products boxes. This is the first time that the product packaging has been changed in seven years for the brand.

“There was an opportunity to refresh the brand in line with our new campaign, reinforcing the unique appeal of the brand’s heritage and quality credentials,” said Dana Brochu, Director of Marketing at Sleeman Breweries in an email to Xtalks. “In particular, there was an opportunity to improve the overall can design and celebrate the unique styles and stories behind our Specialty beer line up.”

The brand refresh comes from The&Partnership, and features a 30-second commercial spot, digital and social content, as well as a website re-design and the tagline, “Here’s to Craftier Thinking.” All of which will roll out over the course of the summer.

“Craftier thinking has been engrained in Sleeman’s DNA since day one,” explained Ron Smrczek, Executive Creative Director, The&Partnership. “Today, we simply want to turn the lens on the brand’s drinkers and celebrate the important role their craftiness has played in making Sleeman one of Canada’s most iconic brands.”

The new video advertisement features a series of beer drinkers using Sleeman cans and bottles to perform various “beer hacks”, from using a heated can to pop kernels over an open campfire, to wrapping a bottle in a wet paper towel to cool it down quickly.

“Our new positioning captures the spirit of craftier thinking that is at the heart of everything we do—and in every drop of beer we brew,” said Brochu. “Our success is rooted in a willingness to think differently and creatively about the product we make. We think that this approach will resonate with like-minded beer lovers.”

The timing of the announcement comes at prime season for brewers, with more Canadians adding beer to their shopping lists during the summer months.

“The summer is critical to Sleeman and the whole beer industry in Canada. Forty percent of sales take place in the months from May to August,” explains Brochu.

In order to promote interaction on social media, Sleeman is also encouraging customers to share their own “beer hacks” and post online, thus extending the campaign’s reach.