UM and Liberté celebrated the brand’s 90th anniversary with a multi-platform campaign, Taste, Always. The integrated rollout combines traditional prime-time TV with connected TV placements on Ici Tou.TV, TVA+, Netflix, Prime Video and Fire TV, complemented by social amplification on Meta, TikTok and Pinterest.
For the first time, UM Canada is leveraging pause ads in streaming environments, appearing during viewer-initiated breaks to engage audiences at “high-attention, viewer-initiated moments,” as Eloise Bissonnette, UM, Director, Connections Planning, notes. “By appearing during these viewer-initiated breaks, we are reinforcing Liberté’s role as a smart, satisfying snack, aligning with moments of indulgence and mindful choices. The approach enables the brand to engage consumers in a non-disruptive yet impactful manner.”
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