Media Centre


December 6, 2013   12:10 ET

•   LCBO’s integrated “Deflate the Elephant” social responsibility education campaign includes: a new, 30-second TV commercial airing in Ontario and online ads on popular websites during December and through New Year’s; English and French print ads in the holiday issue of LCBO’s consumer magazine FOOD&DRINK; an interactive website which provides responsible hosting tips, tools and recipes; and a Facebook page (

•   From December 1 – January 4, 2014, “Deflate the Elephant” is partnering with Kia Canada Inc. to launch the “Speak Up and Win” contest. Ontarians are invited to enter and could have the chance to win the use of a new 2014 Kia Rondo for one year. Enter at

•   The website is a great resource for responsible hosting tips and ideas, including the Home Bartending Challenge to learn proper pours and more than 50 alcohol-free Mocktail recipes. There is also a new feature called “The Podium”, which invites people to share their ideas on entertaining and how to prevent impaired driving.

•   LCBO is using its more than 635-store network to bring the “Deflate the Elephant: Speak up. You could save a life” message to customers at a time of year when entertaining increases and also encourage them to enter the “Speak Up and Win” contest. The campaign creative appears in all LCBO stores throughout December on point-of-sale screens, on shelf, shopping carts, checkout counters and parking lot signs.

•   Historically LCBO anti-drinking and driving campaigns have primarily targeted the friend of the male driver. Research indicates women are becoming increasingly likely to engage in drinking and driving.

•   The “elephant in the room” idiom refers to a difficult or embarrassing issue, obvious to everyone but not discussed. Focus group research found that 81 per cent understood the meaning of the phrase and 88 per cent found it aligned well with LCBO’s responsible brand.

•   The $1.4 million “Deflate the Elephant” campaign was first launched in December 2009 and has evolved since; it was developed by One agency (formerly Due North Communications).  


Media Contacts

Heather MacGregor
Media Relations Co-ordinator
Tel: 416 864-6772
Cell: 416 587-3729
Stephanie Petroff
Senior Communications Consultant
Tel: 416 864-6792