Buck a Beer

So cool! This is a great billboard from James Ready, a brand of lager brewed in Niagara
Falls, Canada. It is known for its discount prices, selling for a buck (one dollar).
Ontario raised taxes on alcoholic beverages, threatening to take the cost of the beer above a dollar.
Leo Burnett Toronto teamed up with the company to keep customers connected with the brand by designing these interactive call to action billboards. To follow up, a public message was showcased saying “Thanks (name) for keeping J.R. a Buck”.
This is one brill ant way to turn sales around and interact with the consumer. It really emphasized the unique buck for a beer USP and got consumers on board to help keep it that way.