TORONTO, Sept. 10, 2018 /CNW/ - Like great whisky, friendships get better with time. J.P. Wiser's launches a new national campaign with personalized billboards and radio spots, giving friends the opportunity to toast each other in a big way.
In July 2018, the Canadian whisky brand collected over 1,000 messages via HoldItHigh.ca from people across the country who felt their friends deserved recognition. Now, a handful of these public toasts are live across Canada.
"Our aim is to allow friends to show appreciation for one another by encouraging them to call out the qualities that make their friendships unique," says Sam Jacobs, Brand Manager Canadian Whisky. "J.P. Wiser's is honoured to share ad space with people who genuinely care about their friends," he adds. The public toasts express everything from tongue-in-cheek shout-outs, to heartfelt messages.
Up to 80 of these messages will air on radio stations, and 165 custom billboards and transit shelter posts in specific neighbourhoods across Canada now display the personal messages.
The targeted ads will appear as a surprise to the unsuspecting 'toastee' as they stroll through their neighbourhood, ride public transit, listen to the radio on their way to work, or check their social media.
In the spirit of the 'Hold It High' campaign, J.P. Wiser's Whisky is bringing the public toast to your town. The Canadian whisky brand will activate its first ever toast-recording studio and whisky bar in a customized shipping container set to travel across Canada. The portable studio is designed to give everyone the chance to record their own custom toast, and instantly share it with their friends on social media.
The first stop for the toast recording studio will be located in downtown Toronto on Saturday, September 29th, 2018. Exact location to be announced on J.P. Wiser’s social media accounts in the coming weeks.
Guests will also be invited to sample the newly released J.P Wiser's Old Fashioned Whisky Cocktail and enjoy live music at the pop-up.
Prior to the campaign's launch, J.P. Wiser's invited friends on both sides of the Detroit River to make a toast to the longstanding friendship between the border cities. The unprecedented gesture saw guests on the Windsor side at the J.P. Wiser's Distillery raise a glass of whisky to a crowd gathered on Detroit'sBelle Isle. Both groups simultaneously called out the campaign's slogan, 'Hold It High' to their friends across the border.
About J.P. Wiser's J.P. Wiser's Canadian whiskies are known for being blended with exacting care. Founded in 1857, the company continues to apply the same high standards it has for its people to the whisky it produces. Whiskies are created and bottled in Windsor, Ontario at Hiram Walker & Sons – one of the largest distilleries in North America – where employees are dedicated to using the highest quality grains, having perfected the art and science of malting, distilling and maturing with precision. For more information, visit JPWisers.ca or check out J.P. Wiser's new distillery experience to learn about the history of Canadian whisky and the craft of making it. Purchase tickets here:JPWiserstour.ca.
SOURCE J.P. Wiser's
For further information: PR Contact: DECK Agency, Sangeeta Dwarka ([email protected])