TORONTO, Jan. 8, 2013 /CNW/ - LCBO is making it fun for guys to get back
into the entertaining spirit during the post-holiday season with the
launch of the 'Gentleman's League Configurator,' an ornately crafted,
ingenious online mechanism that is designed to make hosting a
gentlemanly get-together as simple as possible.
Geared to men aged 25 to 40, the device, which is found at www.theconfigurator.ca, takes users on an interactive journey, reminiscent of Steampunk, a
sub-genre of science fiction that typically features steam-powered
machinery from the Victorian era. Visitors activate the Configurator
with the press of a button, which makes it 'steam' into action. Once
activated, the user can choose from a selection of premium mixed drink
and dining options - all geared towards traditional, masculine social
occasions, such as watching sports, listening to music or simply
hanging out. With one click, users can also send custom,
Steampunk-inspired invitations to their friends. And, with a little
curiosity and exploration, users will discover that the Configurator
also has some secret functions.
"Our aim with the Gentleman's League Configurator is to inspire male
drinkers to organize more in-home get-togethers by providing them with
premium drink recipes and dining ideas in a playful way," says Kerri
Dawson, LCBO Marketing Director. "When they see the gauges moving,
dials popping and steam flowing from the machine, they'll be motivated
to show off their entertaining prowess and configure a fun guys' night
The drink recipes featured within the Configurator are prepared with
premium spirits to show men how easy it is to elevate their social
gatherings. Whether it is simple, classic preparations like the Cuba Libre, made with Captain Morgan Black spiced rum, Sobieski vodka over ice or
Bacardi Anejo neat, or more advanced cocktails like The Dark Horseman, prepared with Alberta Dark Horse Whisky, and the 'Jamaican' Manhattan made with Appleton Estate V/X, all of the concoctions represent the
latest trends in classic cocktails.
Developed by Cossette in Toronto, the realistic-looking Configurator was
designed and illustrated digitally to look like an actual machine. The
campaign, which continues throughout January and leading up to NFL
Super Bowl Sunday on February 3, is being supported by online display
advertising and social media.
The LCBO reminds everyone to please drink responsibly and for a one-stop
source for alcohol-free Mocktails, visit www.deflatetheelephant.com.
For further information:
Tel. 647-403-8030; E-mail: firstname.lastname@example.org