PLANO, Texas (January 9, 2017) — Canada Dry unveiled its new “Relax Harder” campaign — encouraging consumers to relax as hard as they work and play in their daily lives, with the help of the soothing and refreshing qualities of Canada Dry Ginger Ale. The new “Work Hard. Play Hard. Relax Harder.” tagline is intended to reflect Canada Dry’s position as a trusted brand with consistent taste and soothing and refreshing qualities, allowing consumers to move past their busy work and social schedules to achieve the ultimate relaxation.
“We built this campaign based around the idea that our target takes work and play very seriously, so it’s just as important to set aside time for themselves to relax and recharge,” said Chanda Ridley, director of marketing and content for Canada Dry. “We want to help consumers achieve ideal relaxation, using the calming qualities and real ginger taste of Canada Dry Ginger Ale.”
Backed by a robust digital, social, and television campaign, Canada Dry Relax Harder shines light on increasingly hectic schedules and chaotic workloads, suggesting consumers compensate for both working and playing hard by choosing the real ginger beverage to enhance relaxation moments. Two ad spots from mcgarrybowen — viewable on the Canada Dry microsite — open with individuals hard at work and close with them settling into their own unique moment of unwinding that takes relaxation to the next level. Accompanying digital and social creative from The Richards Group extends the relaxation mission, sharing a social series of refreshing Canada Dry cocktail recipes and interactive content on the brand’s channels.
“The truth is — nowadays, we have to work at relaxing,” said Ridley, “so our intention is to convey the idea that while it's important to work hard and play hard, in order to reenergize, we have to compensate by relaxing even harder.”
Bring both water and sugar to a rolling boil, then add tea bags and steep. Just before serving, add squeezed lemon and orange and drop rinds in for extra flavor. Add Canada Dry Ginger Ale. Serve over ice.
Makes 1 serving
Combine ingredients in a glass over one cup of ice and stir briefly. Enjoy!
Makes 1 serving