Canada Dry Launches New Ginger Beer with Just “The Right Amount of Spicy”
Canada Dry launches out-of-home and digital executions with a social game to turn up the heat
Mississauga, September 5, 2024 – Canada Dry®, Canada’s #1 Ginger Ale Brand, is turning up the heat with its latest campaign, “The Right Amount of Spicy.” This innovative initiative blends out-of-home and digital executions, showcasing how Canada Dry Ginger Beer adds a new dimension to any experience. Embracing relatable scenarios and iconic pop culture references, the campaign captures the essence of balanced spiciness.
To bring the experience to the next level, the brand has launched “Spice Breakers” a daring social game inspired by the nuanced spiciness of their Ginger Beer. This interactive challenge invites participants to either heat things up or cool down with a refreshing drink. Collaborating with Canadian content creators, we’ve crafted engaging tutorial videos showcasing how to play Spice Breakers, complemented by a game giveaway. A digital version can be played for free using a custom Snapchat AR filter or via Canada Dry’s Instagram and Facebook stories.
Ruben Beltran, Brand Manager at Canada Dry, explains, “With Canada Dry’s new Ginger Beer, we weren’t interested in a lukewarm experience. ‘The Right Amount of Spicy’ celebrates that perfect balance, that sweet spot you crave whether it’s everyday moments that are just spicy enough or reminiscing about your favorite pop culture icons who were never afraid to bring the heat. And with our Spice Breakers game, we’re bringing the fun even further, turning social media into a party where everyone can find their perfect level of spice.”
Canada Dry aim to disrupt the ginger beer category with a campaign that speaks to Gen Z’s love of social engagement. By tapping into culturally relevant ‘spicy moments’ and introducing a social-friendly ‘Spice Breakers’ game, the beloved beverage brand offers consumers a fun and authentic way to connect, perfectly capturing the bold flavor of Canada Dry Ginger Beer.
Beltran adds, “Unlike others in the category, Canada Dry Ginger Beer hits the sweet spot of spiciness, ideal for crafting refreshing cocktails. Our team also designed a spicy social game to kickstart any evening with friends, perfectly complemented by a Canada Dry Ginger Beer cocktail.
About Keurig Dr Pepper Canada
Keurig Dr Pepper Canada is a leading beverage company, with a portfolio of more than 70 owned, licensed and partner brands and powerful distribution capabilities to provide a beverage for every need, anytime, anywhere. We hold leadership positions in categories including coffee, tea, soft drinks, juice and mixers, and have the #1 single serve coffee brewing system in the country. Our innovative partnership model builds emerging growth platforms in categories such as premium coffee, energy, sports hydration and non-alcoholic beer. Our iconic brands include Canada Dry®, Van Houtte®, Keurig®, Crush®, Dr Pepper®, Mott’s® Clamato®, Mott’s® Fruitsations®, Timothy’s®, Atypique®, and Snapple®. Driven by a purpose to Drink Well. Do Good., our 1,500 employees aim to enhance the experience of every beverage occasion and to make a positive impact for people, communities and the planet. For more information, visit keurigdrpepper.ca and follow us on LinkedIn. To learn more about our commitment to corporate social responsibility, visit keurigdrpepper.ca/corporate-responsibility.