May 15, 2018

It’s Time To Take a Detour.

Muskoka Detour is on a mission to break consumers’ same old beer habits and encourage them to discover something new on their beer journey. We’re helping them bring it to life through an integrated campaign featuring a compelling story brought to life visually through out of home, digital and social as well as radio and digital audio. Exploring alternate routes, trying new things and having the courage to explore the unknown can lead to great discoveries and rewards – that’s why our “Take a Detour” campaign encourages consumers to venture off the beaten path.

You should be seeing our ‘thumb-stopping’ stop motion video in your social feeds. If not, check it out here.

To stimulate the desire to venture off the beaten path and try something new, we’re creating a curiosity inspiring, visually enrapturing visual showing detours. We’ve partnered with Oleg Portnoy, a Toronto based artist, to design a map showcasing popular and recognizable landmarks and ‘detours’ in the Muskoka Region and Toronto. The map is the creative foundation for the campaign. You can see it in the video above, or keep an eye out for our unique mini monster posters scattered across the GTA!

Understanding the importance of audio discovery on the beer journey, we’re encouraging listeners to Spotify and Indie 88 to “Take a Detour” as well. Listen here.

Take a Detour – Muskoka Detour Radio

Don’t be shy – Take a Detour! Try Muskoka Brewery’s Detour Session IPA today. #FreeYourStory