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Grip Limited to Produce Feature Film Featuring Kokanee in The Movie Out Here

- Something that's Never Been Done Before - (May 22, 2012)

TORONTO, ONTARIO -- (Marketwire) -- 05/22/12 --

Editors Note: There is a photo associated with this press release.

Attention Business/Entertainment Editors

Grip Limited today announced it is joining forces with Executive Producer Jeff Sackman and Alliance Films to produce a full-length motion picture. The movie will feature Kokanee - a Labatt beer and one of Western Canada's most iconic brands - along with the brand's colourful cast of characters including Glacier, Fresh, the Glacier Girls and Sasquatch.

The premise of the movie is a buddy comedy set amidst the backdrop of Western Canada. It features a group of guys reuniting in a ski town. The reunion quickly turns into an adventure of mountainous proportions. Grip's concept is to use the movie to create a targeted experience for consumers, paying tribute to all things Western Canada - the mountains, local communities, residents and more.

"Grip is branching out to new territory to provide our clients with something new and innovative that strongly resonates with the target consumer. This is our first feature length movie and we're thrilled to be bringing it to theatres across Western Canada," said Randy Stein, Creative Partner at Grip. "We're taking product placement in a movie to new heights. I'd like to thank Labatt and the Kokanee brand team for trusting us and giving us the creative license to do something this exciting!"

Grip will execute a full 360 degrees marketing campaign to encourage Kokanee consumers to get directly involved in the movie and celebrate their pride for Western Canada. Grip and its partners will host casting events in major markets across Western Canada, conduct online casting, hold soundtrack auditions, encourage Western Canadians to nominate their favourite bar as a set location, and take submissions for props to appear in the movie.

"When Grip approached us with the concept, we were blown away by their creativity - this level of branded entertainment is a first for us and the industry. The movie provides us with an incredible platform to connect directly with our consumer and celebrate their pride for Western Canada," said Amy Rawlinson, Marketing Manager for Kokanee. "Kokanee fans have historically been very engaged with the brand via social and traditional channels. This movie takes brand interaction with the consumer to a whole new level."

The campaign launches May 21 with a 30-second television spot that introduces the movie and drives to This site will be the central hub where Canadians can get involved, follow the movie's production and be a part of movie making history.

In-theatre advertising will also support the campaign with larger than life standees, posters and pre-show advertising. A special in-case that includes a T-shirt and custom tag will also drive to to get involved with the campaign.

More information can be found at the website

About Kokanee

Sourced exclusively from Western Canada, Kokanee lager is an authentic domestic specialty beer and a true taste of British Columbia. Born and bred in the mountains, Kokanee has always been a brand that supports an active mountain lifestyle. In addition to Kokanee and Kokanee Light, the Columbia Brewery also produces Kokanee Gold, Kootenay True Ale and Alexander Keith's.

About Grip Limited

Celebrating its 10th anniversary, Grip Limited is a Toronto-based communications company providing expertise in advertising, design and digital. Grip was recently named to the Facebook Preferred Marketing Developer Program. Its host of services include strategy & planning, creative development and production for traditional and non-traditional media, and brand identity and package design. The company's client roster includes: Labatt (AB-InBev), Honda Canada Inc., Boehringer Ingleheim, Dare Foods, Expedia, Yum! (KFC, Pizza Hut, and Taco Bell) and Johnson and Johnson. The company is privately held.

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To view the photo associated with this release, please visit the following link:

SELECT Public Relations
Andrew Findlater
(416) 659-1197

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