Canadian International AutoShow


  • Create a comparable in-store/online shopping experience for TBS to compete against the LCBO
  • Elevate the inferior perception of beer and the beer lifestyle
  • Create added value to complement the purchase price of a case of beer
  • Inspire usage occasions to impact conversion of beer sales at The Beer Store in Ontario

Next Level Thinking

  • Created proprietary in-store shopper marketing program to enhance the TBS shopping experience
  • Digital, traditional & social media campaigns to inspire usage occasions and ignite data capture
  • Leverage entertainment, sports & lifestyle partnerships including; food pairings to elevate beer
  • Publish, manage and market CHILL Magazine 7X per annum “Celebrating Everything After 5 Weekends” 
  • Ideated, represented and activated 10 Year Media Revenue Program “80 Million Men For Rent”
  • Developed immersive 11 touch point program – activating multinational blue chip partners

The Results

  • Generated $24 million in incremental marcom revenue for TBS [$2 million per annum]!
  • 85% renewal rate for third party partner program i.e. Amex, Harvey’s, Campbells, Visa, Rogers!
  • Exclusive Marketing A.O.R and Publisher for 12+ year term!  
  • CHILL considered #1 Men’s Magazine and Top 20 All magazines, nationally!


Taking it to the Next Level