Extreme Group Launches Alpine Max

We have teamed up with Moosehead Breweries of Saint John, New Brunswick to launch the beer company’s newest brand extension, Alpine Max.

Alpine Max, available only in New Brunswick, has a slightly higher percentage of alcohol and a uniquely small, 237 ml can. With six per cent beer packaged in a stubby can, Alpine Max is an innovative complement to the other brands in the Alpine family, alongside Alpine Lager and Alpine Summit.

Extreme and Moosehead have taken a bold creative approach to the marketing campaign. We use humor aimed directly at the 20-something male to promote Alpine Max as a beer with as much personality as they have. The campaign consists of three 30 second radio spots, retail Point-of-Sale materials and custom designed T-shirts with over-the-top visuals which sign off with the line, “Have a Max”.

“Alpine deserves a lot of credit for allowing us to speak to their customers in a tone of voice they can relate to,” says Geoff Wills, Account Director. “The result is a campaign which is both smart and absolutely hilarious. The writing in the radio and the craft used to design the tee shirts is some of the best work the agency has ever done. The early reaction from consumers has been tremendous and the brand launched above-target in New Brunswick.”

“Over the last year Extreme has helped us develop unique personalities for each brand within the Alpine family,” says Ray Gracewood, Senior Brand Manager, Alpine Brands. “With Alpine Max, the process started with the end-consumer and worked backwards. The result is both attention-grabbing and insightful, and is certainly going to make some noise here in New Brunswick.”