When Brand
connects Consumer
through Product
Sweat with Granville was a brand engagement piece that was powered by the product's reason for being and supported by the values of Granville Island Brewing.
To launch the California Common Steam Lager, a ‘better for you’ 100-calorie beer, on July 24th-25th, fitness aficionados and wellness-focused Vancouverites were invited to the “Sweat with Granville”.
Sweat with Granville
Engaging the Community
Classes suitable for all fitness levels were offered by some of the best fitness and wellness instructors in the city. Granville asked consumers to come and get their sweat on in support of local businesses and fitness studios that were negatively impacted by the Covid-19 pandemic.
Taking over Jack Poole Plaza, the activation consisted of a workout area, meditation booth, swag shop and even a cool-down patio for post-workout brews.
The fresh, bright décor with the iconic Vancouver backdrop created a splash on social media, leading to sold-out ticket sales across the weekend.
Like many industries in BC that year, independent studios across the province were not able to open their doors or hold classes. So for Sweat with Granville, Brendan and his team made it a point to donate every dollar made from ticket sales back to those studios.
Just like the Peach Sour Sample Shop, putting the beer in the hands of the target consumers was key. This was achieved by ‘Take Home Sampling’ permits with the City of Vancouver and partnering with local On-Premise accounts for a ‘beer on us’ program.
The Results
9,358,633 total impression
19 online & print placements and 53 social media placements
6,665,575 traditional media impressions
1,662,058 social media impressions
7 broadcast placements
1,031,500 broadcast impressions
$307,925.26 in earned media generated
Over 2,700 cans of Cali Common Sampled
