The brand
PLAY helped invent with Colio Estate Wines, continues to be a juggernaut in the
Ontario wine industry. Girls’ Night Out Rosé and Chardonnay are now the number
one selling VQAs. The brand expanded into flavoured wines last summer with
great success, outselling Gallo’s Wild Vines. This summer, PLAY will help
launch two more flavoured brands and launch a cross promotion with venerable
retailer Winners.
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VIP Health Options has been rebranded by PLAY as Advica Health to better reflect the brands expansion from executive health to more broad offerings to all employees. Advica provides health and well being services such as medical concierge, wellness programs, and second opinion services.
“The PLAY branding and brand naming process was an ideal fit for Advica’s need to change the brand,” says Brian Torsney PLAY’s president. “We turned around the project in record time because we were able to work directly with the president of Advica, Darell Skidmore on a daily basis. We made a great team.”
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Superior Propane is out to become the best customer service organization in the propane business starting with a PLAY developed internal campaign to employees called “We speak customer”.
Check it out.
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For local car dealer Discovery Ford, the old adage that “I know half of what I spend in advertising is wasted. I just don’t know which half” was particularly poignant. So, owner Allan Pearson called in the troops at PLAY to sort it.
“Ford does a great job selling the cars,” says PLAY President Brian Torsney. “”And the dealers’ association was getting the special lease deals and sales out there. But at the end of the day, people buy cars from people, not dealerships.” So PLAY developed a new logo, a new web site, a marketing communications plan and advertising that features sales people in a way that makes it easy to get to know them.
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A big part of Superior Propane’s success is it’s skill and experience in dealing with critical propane needs in remote areas of Canada, any place that’s off the grid. No propane means business grinds to a halt.
So PLAY developed a campaign based on this insight using coffee cups to make the point. Media plan began running this summer, and is aimed at management/decision makers in various industries across Canada. The plan consists of magazine and online advertising targeting mining, oilfield, hospitality, construction and manufacturing companies.
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On November 9th PLAY launched a new campaign for Prince Igor Vodka to leverage the 2010 holiday season. PLAY was challenged by Prince Igor makers Kittling Ridge Winery & Distillery of Grimbsy, Ontario to bring the campaign to market in just a few weeks.
“Prince Igor is the only vodka available in Canada that is ice filtered,” says PLAY President & Brand Builder, Brian Torsney. Ice filtering allows the distiller to filter for more purity than any other process. As a result, Prince Igor Extreme is “Ice filtered for extreme purity” as the headline on billboards across Ontario will tout beginning the second week of November. PLAY saw this point of difference as a big opportunity.
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