Shape is kicking off the summer with a new brand platform created by Bunka: « Le goût de faire mieux ». The invitation « As-tu le goût ? » serves as the common thread in a series of vibrant visuals celebrating the variety of Hard Seltzers, Smash Limonade, and canned cocktails. To ensure this identity gets the visibility it deserves, the brand entrusted Espace M with the media deployment of the campaign.
At the heart of the initiative is a major out-of-home presence, with a broad network of bus shelter and metro ads covering the busiest routes in Greater Montreal. This ground-level visibility multiplies opportunities to engage with consumers just as they’re heading toward points of sale, while anchoring the campaign’s freshness in the urban landscape.
The ecosystem extends online: TrueView videos on YouTube immerse the audience in the brand’s festive spirit, while immersive formats on Instagram and Facebook keep the conversation going all season long. Combined with a programmatic layer that reaches ready-to-drink enthusiasts during their daily browsing, the campaign delivers broad and repeated exposure—key to building brand awareness.
Focusing the campaign on the Montreal market comes from a clear insight: this is where the highest density of potential consumers is found, and where demand for ready-to-drink beverages surges as early as June. This strategy helps maximize impact in an environment where competition is particularly intense during the summer.
By orchestrating this multiplatform presence, Espace M ensures that each interaction with Shape reinforces the brand’s promise of quality and enjoyment.
To discover: the campaign video « Le goût de faire mieux » now on YouTube.
Source: Grenier
