Shopper Marketing / Consulting Services
As a proud partner of Cirque du Soleil’s touring shows across Canada—including the annual stop at Montréal’s Old Port under the iconic blue-and-white Big Top—Unibroue wanted to extend the impact of this partnership beyond the city and create a province-wide consumer experience.
Much like Cirque du Soleil, Unibroue—and particularly its flagship Blanche de Chambly—is recognized as a pioneer and leader within Canada’s craft brewing industry. It was therefore a natural fit for the Québec brewer to align Blanche de Chambly with one of the country’s most celebrated entertainment brands during the run of ECHO at Montréal’s Old Port from May 21 to August 16, 2026.
Working closely with Unibroue’s marketing team, Celsius developed and executed a province-wide promotional campaign spanning approximately 500 grocery stores, as well as more than 50 restaurants and bars throughout the Greater Montréal area. Running from May 1 to June 30, 2026, the promotion gave consumers the opportunity to win one of twelve exclusive VIP experiences to attend a performance of ECHO, creating excitement around the brand while strengthening the connection between Blanche de Chambly and the magic of Cirque du Soleil.
Celsius managed the complete logistics and execution of the promotional contest while developing and producing a comprehensive suite of point-of-sale materials and creative elements.
For grocery retailers, deliverables included:
For restaurants and bars, Celsius created:
By leveraging a strategic retail and on-premise activation program, Celsius helped Unibroue amplify its partnership with Cirque du Soleil, bringing the excitement of ECHO directly to consumers across Québec and driving engagement both in-store and on-premise.
