LCBO’S NEW TAKE ON THE DRINKING AND DRIVING CONVERSATION
December 10, 2014
Whether celebrating the holidays with a quiet dinner party or a glitzy formal affair, LCBO is encouraging hosts and guests alike to visit the brand new Deflate the Elephant website – featuring an inspired rebranding of alcohol-free Mocktails to the “0% Cocktail”, and a sophisticated new approach to responsible entertaining.
The revamped www.deflatetheelephant.com is a one-stop source featuring profiles of passionate hosts from across Ontario who have mastered the art of entertaining. Through rich photo and video content, visitors to the site will get to know a diverse cross-section of hosts like Toronto restaurateur Patrick McMurray and holistic nutritionist and cookbook author Joy McCarthy. Additional hosts will be added to the website throughout the year.
The new website redefines the ‘generous and responsible host’, while reinforcing practical tips to prevent drinking and driving. It features inspiring food and alcohol-free drink pairings, recipes and content that encourage a thoughtful approach to entertaining.
With a general trend toward less-sugary, more refreshing alcohol-free cocktails, Deflate the Elephant is changing the conversation by saying goodbye to the term Mocktail and hello to “0% Cocktail”. The “0% Cocktail” is designed to be versatile and mature, and to pair well with food.
A 15-second TV commercial on major Ontario networks and integrated advertising on popular websites will air throughout December, including New Year’s, to encourage people to plan ahead and entertain responsibly. LCBO will also promote the “Speak up. Save a life.” message to its customers in its 646-store network.
We invite you to join the conversation with our social communities on:
- Facebook: www.facebook.com/Deflatetheelephant
- Twitter: @SpeakUp_LCBO and #SpeakUpLCBO
For more information on the campaign, visit www.deflatetheelephant.com. For other LCBO social responsibility programs, visit http://www.lcbo.com/content/lcbo/en/responsibility.html
NOTE: Images available upon request.
“The revamp of the Deflate the Elephant website and the rebranding of the term “0% Cocktail” is about taking the drinking and driving conversation to the next level and weaving it seamlessly into every aspect of entertaining,” says LCBO President & CEO Bob Peter. “Since entertaining is all about finding a balance between hospitality and responsibility, we’re offering people practical and inspiring ways to be both a responsible and generous host, not just at holiday but all year-long.”