copeland's work

Vancouver island brewery

summer campaign

To break through the clutter of local beers, Vancouver Island Breweries hired Copeland to produce a strategic summer campaign for its flagship Islander Lager brand.  We developed this radio campaign comprised of 15 second spots, targeted to typical Islander drinkers. The hook was that the ads would make far more sense to people on the Island, underlining the authenticity of the positioning of Locals Only.

Have a listen and see if you get them. If you do, you’re probably not from Vancouver!