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Boréale put out a new summer beer, a light lager which is the perfect accompaniment for a warm summer’s day. Our mandate was to launch the largest Quebec microbrewery’s new beer to a wider audience who would appreciate this new product. We chose to put a video campaign at the heart of the campaign and broadcast it on TV as well as digital and social media. The launch was planned for just before the first long weekend in May, to keep Boréale in mind for its target audience’s warm weather gatherings. We also negotiated tactical placements during televised events for both the Saint Jean Baptist and Canada Day celebrations; it was our goal to make Boréale’s new lager THE beer of the summer. The campaign was topped off with outside advertising and programmatics, thus increasing the frequency of exposure.