Kokanee Beer's sasquatch mascot had been around forever, living in the wilds of British Columbia, to the extent that Kokanee was only seen as a weekend ski-trip beer. How did we make this beer more relevant to young urbanites? By having sasquatch do what all young people do when they start growing up - move to the city and go a little crazy. Through social media we made him Vancouver's leading party animal, always up for a good time in very unexpected places. Following his social feeds would keep you in the loop on where the party was starting.
Campaign line: Kokanee. Brewed to be wild.
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