LCBO's "switch it up" digital campaign helps "guys" plan post-holiday get-togethers

TORONTO, Jan. 13, 2012 /CNW/ - January is the "kick-back" month - a time when guys put the holiday frenzy behind them - and the LCBO is helping them make the most of it with a broad-based digital campaign offering a series of online options for post-holiday get-togethers. The "switch it up" promotion helps men look for simple, quick ideas for appropriate drinks to serve during a month when many guys like to spend time at home watching sports, playing games or just "hanging out".

Designed for men aged 25 to 35, the micro site takes users on a fun and simple online experience. Visitors navigate through selecting options for "who they would invite" (a trillionaire, sports caster or country singer), "where would they be" (a loft, chalet or man cave) and "what they will be doing" (grilling, watching sports or playing cards). Once selected, the 'Switch It Up' engine generates a humorous video that online visitors can share with friends. Users can view and share from up to 27 of these videos based on the multiple combinations. Included is a selection of beverages to complement the get together.

"Our aim is to spice up an otherwise dreary January by injecting some new, fun ideas for entertaining during traditional guys' get-togethers," says Kerri Dawson, LCBO Marketing Director.  "It's an opportunity for male consumers to break their routines and create a social occasion with new drink ideas that are all available in one stop at the LCBO."

Developed by Cossette, Toronto, the campaign is being supported by QR codes in-store, online advertising and social media sharing.

The campaign is being launched this month and will extend to Super Bowl Sunday, February 5. Please visit today to discover this exciting online experience."

The LCBO reminds everyone to please drink responsibly and for a one stop source for responsible hosting tips, advice on pouring proper size drinks and alcohol-free Mocktails, visit

The microsite and videos are available in English only

Video with caption: "Video: One of twenty-seven unique videos developed for the LCBO Guys Drinks Switch It Up campaign featuring a guys' night in with a "sportscaster playing cards in a chalet". ". Video available at:

Video with caption: "Video: One of a series of online ads currently running on TSN , Comedy Network and YouTube that invite guys to Switch it Up by highlighting the different combinations of choices that lead to one of 27 unique videos and new options for their guys' night in. ". Video available at:

Image with caption: "The opening page for featuring our three "guys" looking to switch it up on their guys ' night in. (CNW Group/LCBO)". Image available at:


For further information:

Lauren Wolff
Wolff Public Relations


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