Real Canadian Liquor Store is a major player in Alberta’s beer and liquor scene—a down-to-earth brand with a bold look that brings some much-needed energy to the category.
For this campaign, we announced the installation of new cold rooms and fridges in select locations across Calgary—just in time for a summer heatwave.
We started with a series of ads aimed at reaching people right when the heat hit hardest—walking through the city or stuck on public transit, dreaming of something ice-cold.
We also rolled out a series of social ads targeting people looking to cool off near the RCLS locations—guiding them straight to the nearest ice-cold option.
Once in-store, we wanted a fun way to lead customers straight to the new cold rooms. Playing off the classic “hot and cold” game, the signage got cooler and cooler as shoppers got closer.