As old man winter starts to approach, Carlsberg Canada announced it has entered into a three-year promotional partnership with Spyder Active Sports.
Spyder Active Sports, is a manufacturer of premium technical ski and active mountain lifestyle apparel, and the two brands will work together on various cross promotion initiatives throughout North America.
The partnership marks the coming together of two premium brands which previously operated in separate spheres, and provides the opportunity for each to expand their reach into valuable new market segments.
Nick Relph, Marketing Director for North America, Carlsberg , voiced similar excitement about the partnership, adding “Spyder’s no-holds-barred attitude, progressive approach, and position as North America’s preeminent winter sports and lifestyle brand makes this partnership very exciting. There is a natural synergy between the two brands and we at Carlsberg are excited to build a long-term partnership with the ‘bug,’ the brand, the attitude, and the antidote that is Spyder.”
The iconic brands will roll out their partnership with collaborative grassroots marketing campaigns that drive deep engagement between their audiences to foster cross-promotion, including shared advertising and a focus on event-based activations.