Canadian Mist taps party trick shot specialists for new video series

Dive Brief:

Canadian Mist debuted a new video campaign called "Garage Games," which stars three trick shot artists who specialize in classic garage and party games and know their cocktails, per news provided to Marketing Dive.
Each video focuses on the completing of a unique trick shot, such as tossing a playing card so that it slices through garnishes, an "impossible" pool shot and a ping pong trick shot. The campaign, created with digital agency PriceWeber, includes three 30-second ads and short-form videos with behind-the-scenes footage.
Canadian Mist's first video is available to view now, and the rest will be released throughout October and November. The effort will be shared on video and streaming services, including Hulu, and span social media channels like Facebook, Twitter and Instagram. There will also be in-store promotions leaning into the garage theme.

Dive Insight:

Canadian Mist is attempting to provide a bit of light-hearted remote entertainment and maybe even inspire viewers' own party ideas with the series of videos highlighting different party trick shots. Unlike some other whisky marketers that position their offerings as high-end, sophisticated drinking experiences, Canadian Mist is clearly looking to court more casual consumers with the focus on the garage setting, which will also manifest in in-store promotions that are closer to the point of sale.

"Canadian Mist is a go-to for our consumers when hanging out with friends and neighbors because it keeps the drinking occasion simple and allows for more time hanging with those who matter most," Senior Brand Manager Dallas Cheatham said in a statement.

U.S. consumers have traditionally considered Canadian whisky to be bottom-shelf, but brands have been working to change that image and have seen a turnaround as enthusiasts look for new products to explore, per a report in The New York Times. Sales of Canadian whisky in the U.S. increased 7% between 2011 and 2016, according to Distilled Spirits Council data included in the report.

Canadian Mist might also be able to tap into the broad shift away from staple beer brands to spirits and wines in the U.S., a trend that has manifested most in coveted younger consumer groups like millennials. Sales of American whiskey jumped 8.1% last year alone, reaching $3.4 billion, according to Distilled Spirits Council data reported in CNBC.

Video is another area where more spirits marketers are focusing their attention to reach younger drinkers with original content. Video ad spending is overall projected to grow from $91 billion in 2018 to $103 billion by 2023, with the total share of video ad spending increasing from 21% to 34%, according to Forrester research. Brands are experimenting with a variety of video formats and lengths, along with original digital video, which includes professionally produced branded content. The format tends to attract a younger, more diverse and more tech-savvy audience.