Canada Dry : Dry Time is My Time
Turning a situational remedy into an everyday essential
CONTEXT: Canada Dry was a beloved brand, an airplane staple and the go-to remedy for an upset stomach. While these occasions had fueled 18 years of steady growth, our audience was getting older and younger generations were forgetting about ginger ale altogether. To fuel the next wave of growth, we needed to find a new audience and give them new reasons to reach for Canada Dry.
CHALLENGE: People turned to Canada Dry for physical comfort, but only a few times a year. Meanwhile, people were seeking comfort every single day, particularly when unwinding in the evening. How could we make Canada Dry part of their everyday unwind rituals?
INSIGHT: We found our opportunity with burned-out 30-somethings in the "everything at once" phase of life. Between careers, kids and daily stress, no matter how much they gave of themselves, life kept asking for more. For them, true comfort was a moment nobody else got to claim. A little time when no one needed anything from them.
CREATIVE: So we set out to make Canada Dry the soothing comfort companion for those little moments of selfishness. Introducing "Dry Time is My Time," a new brand platform celebrating the simple pleasure of reclaiming a little time for yourself.
Through a series of original works of art, including oil-on-canvas scenes, we captured the masterpiece of chaos that is everyday life. Until the crisp crack of a Canada Dry can makes the surrounding madness fade into calm, revealing a moment that's finally all theirs.
On social, we ditched fleeting trends and memes to build an online home for selfish comfort, showing just how crucial a little "me time" can be.
RESULTS: And it resonated. Canada Dry sales grew 11% YOY, gaining market share along the way. Nearly half of our net gains came from people switching away from drinks like alcohol, hot tea and seltzer. And online, we sparked nearly 4X more conversation than anticipated.