Small Québec distillery BOLD took advantage of the upcoming Super Bowl to pull off a marketing stunt with an ad announcing that it is officially affiliated with SUPER BOLD.
This “huge poster campaign” advertising is a “creative coup […] company’s very left field, which will feature a single billboard viewable in the greater Montreal area, the company announced in a press release.
“For me, sponsoring the SUPER BOLD is a way to prove that our products have reached the level of recognition and quality of the big leagues,” said Mathieu Bélanger, creator of BOLD, in a joking tone.
“Competition is strong this weekend, but this is the mission I have given myself to bring Quebec products to consumers around the world and there is simply no better time to do it! Well SUPER BOLD and may the best win,” he added, surfing the metaphor.
The BOLD company produces, among other things, vodka, rum and gin.