2021 Winner
SilverBest in Content Publishing
Georgian Bay Spirit Company
"Chatelaine Summer Fun Guide"
St. Joseph Communications &
Patron Studio
"Chatelaine Summer Fun Guide"
St. Joseph Communications &
Patron Studio
Georgian Bay Spirit Co., a proudly Canadian company with “a little bit of Georgian Bay in everything we do,” wanted to recreate the success of its cult favourite Gin Smash with the launch of its new Tequila Smash and Half Smash. They also wanted to increase market share.
Enter: Chatelaine. To reach consumers of canned cocktails, emphasize the company’s Canadian roots, and align the product with the unprecedented hype around a vaccinated summer, the team came up with the idea to integrate the products into Chatelaine’s Summer Fun Guide, part of the brand’s annual made-in-Canada issue.
Unable to photograph models or travel for the shoot due to lockdown, the team devised a creative solution: construct summer scenes out of paper and cast the cans themselves as characters in the mise en scène, reclining in Muskoka chairs, with Tequila Smash strumming the guitar. The paper construction art concept carried throughout, alongside engaging, relevant editorial content on post-pandemic small talk, chip trucks, beaches, songs of summer and the ultimate cooler hacks, with Georgian Bay Spirit Co. products integrated once again. The content was also reproduced online with social media and newsletter media drivers.
Given the natural affinity between the brand’s audience and this product, this was editorial kismet. The Summer Guide, a popular perennial feature with the Chatelaine audience, was already planned, presenting a unique opportunity to integrate authentically into timely, proven editorial, instead of solely Georgian Bay Spirit Co. branded content.
Among those who saw either print or digital elements of the campaign, there was a 41% lift in brand awareness, 73% lift in brand consideration, and 100% lift in purchase intent. Among those who saw both the print and digital elements of the campaign, results were even more pronounced. There was a 59% lift in brand awareness, 91% lift in brand consideration, and 151% lift in purchase intent. Among a set of five competitors, their rank for brand consideration increased from 5th to 2nd.
Because the content was presented in the trusted Chatelaine voice, readers gave it high marks. They didn’t mind that a subtle marketing message was woven into the content, because it was presented in an authentic, engaging way that felt relevant to their interests. Frannie, 19-24, from Quebec said, “I appreciate partnerships that feel organix to the media, like drink recipes in collaboration with a brand of alcohol. They feel more authentic and, since they are more similar to Chatelaine’s typical content, I’m also more likely to read it!” Kate, 45-49, from B.C., said, “I immediately thought, ‘Awesome! Another Canadian-made product, from an area synonymous with relaxation and fun!’” Karlene, 55-64, from Ontario, said, “It was engaging and well done. And yes, I would like to see future collaborations between Chatelaine and other products in other categories. If Chatelaine recommends or features a product or service, I would be more willing to give it a try.”
The client (John Robinson, Head of Marketing and Innovation), said, “We didn’t want another print buy. We wanted something that would bring our brand lifestyle to life, and the Chatelaine Summer Fun Guide delivered on that. We don’t subscribe to traditional success metrics, but we heard from multiple consumers and industry colleagues that they loved the way it brought our Half Smash and Tequila Smash to life. That’s what success looks like to us: conversation (and maybe a bit of ‘I wish I’d thought of that!’), bringing our products top of mind as well as within their refrigerator.”
Enter: Chatelaine. To reach consumers of canned cocktails, emphasize the company’s Canadian roots, and align the product with the unprecedented hype around a vaccinated summer, the team came up with the idea to integrate the products into Chatelaine’s Summer Fun Guide, part of the brand’s annual made-in-Canada issue.
Unable to photograph models or travel for the shoot due to lockdown, the team devised a creative solution: construct summer scenes out of paper and cast the cans themselves as characters in the mise en scène, reclining in Muskoka chairs, with Tequila Smash strumming the guitar. The paper construction art concept carried throughout, alongside engaging, relevant editorial content on post-pandemic small talk, chip trucks, beaches, songs of summer and the ultimate cooler hacks, with Georgian Bay Spirit Co. products integrated once again. The content was also reproduced online with social media and newsletter media drivers.
Given the natural affinity between the brand’s audience and this product, this was editorial kismet. The Summer Guide, a popular perennial feature with the Chatelaine audience, was already planned, presenting a unique opportunity to integrate authentically into timely, proven editorial, instead of solely Georgian Bay Spirit Co. branded content.
Among those who saw either print or digital elements of the campaign, there was a 41% lift in brand awareness, 73% lift in brand consideration, and 100% lift in purchase intent. Among those who saw both the print and digital elements of the campaign, results were even more pronounced. There was a 59% lift in brand awareness, 91% lift in brand consideration, and 151% lift in purchase intent. Among a set of five competitors, their rank for brand consideration increased from 5th to 2nd.
Because the content was presented in the trusted Chatelaine voice, readers gave it high marks. They didn’t mind that a subtle marketing message was woven into the content, because it was presented in an authentic, engaging way that felt relevant to their interests. Frannie, 19-24, from Quebec said, “I appreciate partnerships that feel organix to the media, like drink recipes in collaboration with a brand of alcohol. They feel more authentic and, since they are more similar to Chatelaine’s typical content, I’m also more likely to read it!” Kate, 45-49, from B.C., said, “I immediately thought, ‘Awesome! Another Canadian-made product, from an area synonymous with relaxation and fun!’” Karlene, 55-64, from Ontario, said, “It was engaging and well done. And yes, I would like to see future collaborations between Chatelaine and other products in other categories. If Chatelaine recommends or features a product or service, I would be more willing to give it a try.”
The client (John Robinson, Head of Marketing and Innovation), said, “We didn’t want another print buy. We wanted something that would bring our brand lifestyle to life, and the Chatelaine Summer Fun Guide delivered on that. We don’t subscribe to traditional success metrics, but we heard from multiple consumers and industry colleagues that they loved the way it brought our Half Smash and Tequila Smash to life. That’s what success looks like to us: conversation (and maybe a bit of ‘I wish I’d thought of that!’), bringing our products top of mind as well as within their refrigerator.”
Credits
Executive Editor of Branded Content: Meaghan YuenChatelaine Editor-in-Chief: Maureen Halushak
Chatelaine Art Director: Stephanie Han Kim
Senior Account Executive: Laura McPhee
Photographer: Erik Putz
Project Manager: Damion Nurse
Prop Stylist: Caitlin Doherty.