After a printing screw up left millions of J.R. Beer Caps blank, we were asked to explain to confused consumers what had happened. We chose to use direct as a way to address each of our drinkers and fix the problem.

Describe how the promotion developed from concept to implementation.After getting emails and calls from confused drinkers, we notified people through an in-case letter and a Facebook post that we were launching a blank cap recall. Drinkers then mailed us their blank cap and we mailed them something in return.

The pop up billboard attracted attention in every new location it was set up in. Saving people money on things they need helped create a real affinity for the brand and helped spread the word that JR is truly cares for their drinkers. This pop-up billboard deal of the day was the latest campaign that has contributed to making James Ready one of the fastest growing beer brands in the province.