Sleeman Breweries Launches Rebrand


TORONTO – Following its 30th anniversary, Sleeman Breweries, Canada’s third-largest brewer, formally launched a new positioning and brand campaign today featuring new packaging design, a :30 commercial spot, digital and social content, as well as a website re-design and the tagline, “Here’s to Craftier Thinking”. The brand refresh comes from The&Partnership, and will roll out through the summer.

Sleeman’s new packaging design extends across the brand’s entire product line-up. The new core portfolio design for Sleeman’s Original Draught, Clear 2.0 and Light brands reinforces the brand’s heritage, quality and easy-drinking appeal. The updates to Sleeman’s specialty portfolio feature engaging stories and illustrations that highlight each beer’s unique profile. The new Sleeman packaging began to roll out to market in April.

“Our new positioning captures the spirit of craftier thinking that is at the heart of everything we do—and in every drop of beer we brew,” said Dana Brochu, Director of Marketing at Sleeman Breweries Ltd. “Our success is rooted in a willingness to think differently and creatively about the product we make. We think that this approach will resonate with like-minded beer lovers.”

The campaign also features a new :30 commercial spot. The humorous ad features a series of Sleeman drinkers performing various “beer hacks” such as turning an empty Sleeman beer can into a popcorn popper or pouring Sleeman beer into ice cube trays to make beer cubes. The ad goes live today and will be supported with a robust national media campaign in English and French, running through the summer on television and in digital channels.

“Craftier thinking has been engrained in Sleeman’s DNA since day one,” explained Ron Smrczek, Executive Creative Director, The&Partnership. “Today, we simply want to turn the lens on the brand’s drinkers and celebrate the important role their craftiness has played in making Sleeman one of Canada’s most iconic brands.”

As part of the campaign, Sleeman fans will be encouraged to share their own life hacks via social media. The campaign will also benefit from paid media support on key occasions throughout the summer.

About Sleeman Breweries Ltd.

Sleeman Breweries Ltd. is the third largest brewing company nationwide. The company has built an impressive portfolio of beer brands in Canada that includes well-loved Canadian brands such as Sleeman, Okanagan Spring and Unibroue, along with world-class beers including Sapporo and Pabst Blue Ribbon.
Sapporo Breweries Ltd., known for its rigorous Japanese brewing standards, acquired Sleeman in 2006. The company now markets and/or distributes world-class domestic and imported products and is home to 1,000 employees nationwide. 

About The&Partnership

The&Partnership is a modern communications agency uniquely built to future-proof brands in today’s fiercely competitive environment. The unique, multi-disciplinary partnership model operates under a single-bottom line across disciplines. The agency’s capabilities span multiple disciplines including advertising, media and CRM.  In Canada, The&Partnership has created bespoke, multi-disciplined agency units for clients including TELUS, Manulife, and Toyota, as well as serving as lead creative agency for Sleeman and Sapporo brands, Purolator and more.
The&Partnership has 1,500 employees in 56 offices across 25 countries. For more information, visit the website at: Follow The&Partnership on Instagram @theandpartnership. 

Brewbound Job Board

The leading job board for the beer industry. Featuring hundreds of jobs from leading breweries and associated companies.

Brewbound Marketplace Listing

The Brewbound Marketplace features listings for equipment, services, and more. Post a listing today.

Brewbound's Database of Breweries

Brewbound's database of breweries includes thousands of breweries from around the world.

Beer Events Calendar

A public calendar of events that are happening in the beer industry

View calendar | Post Event
Brewbound Live Winter 2020

Santa Monica, CA ● Dec. 3+4, 2020

Early Registration Open
Brewbound Podcast

The Brewbound Podcast features interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes every Thursday.

Brewbound Job Board

A weekly live-streamed discussion series with beer industry leaders and watchers on the business adjustments being made during the COVID-19 crisis and the future of the industry.