PLANO, Texas -- Ginger ale as a recovery drink: That’s Canada Dry’s new brand positioning as it looks to expand its audience in a new ad campaign.
Canada Dry's “Relax Harder” campaign encourages consumers "to relax as hard as they work and play in their daily lives, with the help of the soothing and refreshing qualities of Canada Dry Ginger Ale."
The new “Work Hard. Play Hard. Relax Harder.” tagline is a departure for the brand, which previously underscored its heritage through a "from our farm to your family" theme.
"Relax Harder,” instead, uses fast, hard visuals, music (Wiz Khalifa) and slice-of-life storylines, according to the company.
“We built this campaign based around the idea that our target takes work and play very seriously, so it’s just as important to set aside time for themselves to relax and recharge,” said Chanda Ridley, director of marketing and content for Canada Dry, a brand of Dr Pepper Snapple Group, Plano, Texas. “We want to help consumers achieve ideal relaxation, using the calming qualities and real ginger taste of Canada Dry Ginger Ale.”
The new brand positioning, which launched Jan. 9, is backed by a robust digital, social and TV campaign.
Two ad spots (see below) from mcgarrybowen open with individuals hard at work and close with them settling into their own unique moment of unwinding that takes relaxation to the next level. Accompanying digital and social creative from The Richards Group extends the relaxation mission, sharing a social series of refreshing Canada Dry cocktail recipes and interactive content on the brand’s channels.
“The truth is, nowadays, we have to work at relaxing,” said Ridley, “so our intention is to convey the idea that while it's important to work hard and play hard, in order to reenergize, we have to compensate by relaxing even harder.”
During the past year, Canada Dry Ginger Ale volume sales grew about 6% in all channels, while Diet Canada Dry sales were flat, according to Nielsen data.