Five Canadian brands are riding the momentum from Drake’s surprise spring album trilogy into the summer, with a Canada Day campaign that taps into the curiosity around the star artist’s fur-coat accoutrements.
In the video for “Slap the City,” released on Habibti alongside the Maid of Honour and Iceman albums on May 15, Drake dons a luxurious fur coat, a fitting and perhaps unremarkable wardrobe choice for the hip-hop star’s performance backdropped by a figure-skating rink. What raised eyebrows for many were the logos prominently displayed across the jacket’s outer layer – Canadian Tire, Manchu Wok, Molson, RBC, Sleep Country.
Image via YouTube
Sleep Country jumped on the surprise product placement almost immediately, with a mid-May mattress giveaway contest for those who showed up at Toronto’s King Street East location wearing their own fur coats. The five companies are now tapping into the kind if cultural conversation it seems only Drake can generate, together launching the “The Great Canadian Giveaway” on July 1 to give consumers the chance to win a custom recreation of the now-iconic coat.
“When the coat captured Canadians’ attention from coast to coast, the brands knew we had to do something about it,” Molson marketing director Eric Kouri said in a release. “This is so much more than a piece of clothing – it’s a proud display of Canadian pride that we wanted to share with consumers nationwide. This unexpected collab is a great reminder of what makes Canada so special: our shared experiences, strong sense of community and the moments that bring us together, especially for Canada Day.”
Additional prize packs are up for grabs, including a Blackstone portable griddle courtesy of Canadian Tire, a Manchu Wok Fortune Cookie plus toy and gift card, a Molson mini-fridge, RBC concert tickets for two and a Sleep Country queen size mattress.
The contest is being hosted through a joint Instagram post between the five brands. Contestants can enter through July 11 by following each company and tagging a friend with their idea for who they’d like to spend their ultimate Canadian weekend with. Zeno Group is supporting public relations for the campaign.
