Alcool NB Liquor

Alcool NB Liquor wins award for web-based anti-drinking-and-driving campaign (09/11/27)

NB 1891

Nov. 27, 2009

FREDERICTON (CNB) - Alcool NB Liquor was honoured at the recent 2009 Innovation, Creativity and Enterprise (ICE) Awards with the Fearless Client Award for the social responsibility campaign, Paul's Story. The award was presented at a gala ceremony celebrating the best in creative advertising from across Atlantic Canada.

On behalf of Alcool NB Liquor, I am extremely pleased that Paul's Story not only resonated with the target audience, but was also recognized for its creativity in reaching the elusive 16-19-year-old male demographic in our province," said Dana Clendenning, president and CEO of Alcool NB Liquor. "As part of our social responsibility mandate, we created Paul's Story to build awareness of the dangers of drinking and driving, of allowing friends and family to drink and drive, and of getting into a car with an impaired driver."

The corporation launched the series of 10 web-based videos, collectively known as Paul's Story, on YouTube and Facebook in April 2008. The videos feature bilingual actors illustrating the story of Paul, a fictitious New Brunswick teenager, coping with the after-effects of killing and injuring his friends after deciding to drink and drive. The story was enhanced and extended by comments posted to the videos, photos posted to, and through discussions which took place on New Brunswick Facebook pages and blogs.

Paul's Story was endorsed by Mothers Against Drunk Driving (MADD), Teens Against Drinking and Driving (TADD NB), the New Brunswick Advisory Council on Youth, the New Brunswick Police Association, and the New Brunswick Association of Police Chiefs - Traffic Subcommittee.

The ICE Awards are organized by Atlantic Canadian advertising and marketing professionals to celebrate creative advertising made in Atlantic Canada. Alcool NB Liquor was recognized for its risk tolerance and willingness to be aggressive in the marketplace.

Alcool NB Liquor is a Crown corporation with annual sales of $ $394.8 million, a network of 47 retail stores, 70 licensed agency partners, 640 employees, and more than 1,950 regular listed products. The corporation's vision is to be recognized as a high-performance retailer engaging employees in service excellence, while responsibly hosting New Brunswick's beverage alcohol experience.


MEDIA CONTACT: Nora Lacey, Alcool NB Liquor, 506-452-6453, e-mail: