Before starting this course, I didn’t really know how a marketing department works and tries to succeed in drawing customers to their product. I was definitely aware of the fact that the intense search for the right colour and catchy phrase was an important aspect of the marketer’s work. Yet I didn’t really imagine that so many other marketing “weapons” could be used and be at the same time very effective.

A couple of days ago, I was at the BC Liquor Store looking for some beers. Since I am not Canadian, I don’t really know which beer tastes best, so I randomly looked around and one brand in particular caught my attention: Cariboo. You may ask why, and honestly, I asked myself the same question when I was there. Apart from the logo, which I think is wonderful, what really made me stare the case of beers for a couple of minutes was a little white circle in the top right corner of the case. Inside it, there was a drawing of a tree and “Support Reforestation”! I started laughing because exactly the same day, we talked in class about the growing amount of firms supporting eco-fiendly missions and objectives in order to further attract customers. As soon as I got home, I decided to google Cariboo Beer and found  http://www.cariboobrewing.com/ . Exploring the website, I noticed once again, that the company is definitely committed to the issue of reforestation, as testified by the nice and funny commercial  http://www.cariboobrewing.com/media/  . In the commercial, a young adult after sipping his Cariboo decides to help his friend, who was gardening, by watering the soil with Cariboo beer. Needless to say, the day after, the man finds a huge tree in his garden! After that, I could not buy any beer, but Cariboo Beer, also because it inspired me for my first blog post 😉