Seagram's 100 Pipers was running a promotion at select pubs, bars and restaurants with the intent of driving trial and consumption. Consumers who ordered 100 Pipers stood a chance to win an Autographed Fender Guitar signed by the live band playing at the venue. The brief was to create posters to communicate this offer.
The posters juxtaposed the guitar with drinking cues. They reinforced the association 100 Pipers had with music and brought the brand even closer to the consumer.
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