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Picks of the Week: June 12, 2017

Picks of the Week: June 12, 2017


The Tragically Hip Are High on Partnership with Newstrike

A soon-to-be publicly traded medical marijuana company, Newstrike, has partnered with the Tragically Hip in anticipation of the drug’s legalization, and a budding recreational market. The iconic Canadian rock band says that teaming up with the company is “a perfect fit” for the band, and will look to contribute creatively to their efforts. Newstrike would not comment on whether its partnership with the Hip was at all influenced by lead singer Gord Downie’s diagnosis with terminal brain cancer, but regardless, firmly believe that with the band’s involvement and support, their brand will be the one that adult consumers turn to when choosing to use cannabis. Celebrity endorsement is by no means a new idea in marketing, and while not all brands subscribe to the theory, time and time again it has proven successful in boosting brand’s sales by creating an aspirational lifestyle that consumers want to subscribe to (either subliminally or directly). It makes sense for Canadian marijuana companies to seek celebrity tie-ups, particularly with musicians who have historically been strongly tied to cannabis culture. 


TopGolf to Open a Flagship Location in Nashville with Lady Antebellum                                    

TopGolf, a series of driving ranges located across the United States and UK, is opening its flagship location in Nashville, TN this year. The new venue will feature TopGolf Live, a concert venue for ticketed events, as well as a chef-driven menu, and climate-controlled hitting bays. As part of the launch of the new flagship, TopGolf has partnered with 7-time Grammy Winner Lady Antebellum’s lead singer, Charles Kelley for an eight-episode series of web videos. As part of the partnership, Kelley will also participate in appearances at the flagship Nashville location. As a brand, TopGolf has gained notoriety over the past few years for its revolutionary approach to the driving range category, which has largely remained unchanged for decades. Partnering with a well-known country musician helps to solidify the TopGolf brand as one synonymous with a southern, party-style atmosphere and destination for those looking to make their average practice-session at the driving range a much more lively experience.


Listerine with Fresh Approach to Sponsorship

Here’s a pick that won’t leave a bad taste in your mouth – Listerine has added to their list of endorsers (including Sophia Bush, Erick Decker and tWitch from the Ellen Show) by signing Nashville Predators defenseman, PK Subban. At the end of Game 3, Subban had an interaction with Pittsburgh captain Sidney Crosby which Subban was asked about. In tongue-in-cheek, Subban told the media, “He (Crosby) told me my breath smelled, but I don’t know, I used Listerine before the game so I don’t know what he’s talking about.” While Crosby denied the interaction, Subban continued to run with it, showing up to Game 4 with a bag full of the mouthwash. Before the game, Listerine tweeted “We don’t know who is going to win but PK Subban’s breath is going to be on point.” Prior to Game 5 of the Stanley Cup Final, Subban tweeted “#Sponsored: Game prep @Listerine #PKApproved.” The partnership is genuine and unique, with Listerine capitalizing on the moment with an authentic approach. Thanks to Subban, the brand has received an incredible amount of exposure, which no doubt has exceeded what the brand could have imagined.


A Conversation With: Jennifer Shah, Director of Sponsorships at Hot Docs

A Conversation With: Jennifer Shah, Director of Sponsorships at Hot Docs