A refresh for a historic brand can now be as simple “merch” hoodies and tees trying some new co-promotions with a fellow brand.
Such is the case with a co-promotion of Canada Dry, the soft drink, with the Canadian retailer Roots. They have launched what is sometimes now called a capsule collection of co-branded merchandise, with the familiar crown of Canada Dry married to the beaver of Roots.
Of course, Canada Dry is really a brand of the empire, the mix of the bubbly water of Canada and the ginger of Jamaica. Canada Dry Ginger Ale dates from 1904, created as Pale Ginger Ale by founder John J. McLaughlin, owner of a sparkling water plant in Canada. His idea was to perfect a lighter version, and use the native ginger legacy from Jamaica as the ingredient. Canada Dry is now a part of the Keurig Dr Pepper beverage portfolio.
Founded in 1973 by Michael Budman and Don Green, Roots began as a single store in Toronto, inspired by the founders love of nature and the spirit of Algonquin Park. The brand quickly became a symbol of laid-back Canadian cool, blending athletic wear with rugged outdoor style. The Roots beaver logo, introduced at the brand’s founding, was designed by artist Heather Cooper to reflect Canada’s heritage and Roots’ deep connection to the wilderness.
“For over a century, Canada Dry has provided Canadians with moments of refreshment and been a staple of Canadian summers, so we’re thrilled to be coming together with another iconic brand for this one-of-a-kind collaboration,” says Ruben Beltran, senior brand manager of Canada Dry, in a press release. Roots Chief Marketing Officer Leslie Golts said that the two brands were “woven into the fabric of Canadian life” and were designed to inspire connection to “Canadian memories, and the great outdoors.”
The timing of the promotion bodes well for the idea. The collection and promotion comes at a time of cultural insecurity for the nation of Canada, as it struggles with immigration, import duties, a slowed economy, and the closure of the greatest Canadian enterprise, Hudson’s Bay Company.
Below, some promos from the collaboration.
