Desperate times at the Royal Canadian Legion, where evaporating membership and tanking revenue (Franks passim) necessitate Bold and Innovative Thinking™.
Fortunately, the crack marketing team (budget: $455,000, not counting the separate $771,000 membership and marketing piggybank) of the moribund vets’ club is on the case.
Marketing manager Dion Edmonds, ex of the NAC, and Leah O’Neill, their ‘online engagement’ wheeze kid, with no small help from hired weasels at Banfield and Strategycorp, have spared no effort to rebrand the musty Legion as more than beer and bingo.
The latest brainwave? Er, craft beer! In keeping with their relentless hawking of poppy-related merchandise, Ontario branches this month began slinging Legion Lager, a licensed bespoke brewski from Whitewater Brewery Co.
“We’re thrilled that Whitewater has partnered with the Legion to support Canada’s Veterans by donating five percent of the brand’s sales to Legion programs.” burbled Dominion President Dave Flannigan in a much-unread press release. “Those funds will help support programs to improve the lives of Veterans and their families.”
Finally, a lifeline for stuggling Legion branches, who have been sucking wind under the top-heavy leadership of Dominion Command!
To a point, anyway. While it’s true that Legion branches will keep a nickel on every buck’s worth of Legion Lager they sell on-site, any proceeds from LCBO and Beer Store sales will instead slosh into Dominion Command, to backstop those six-figure salaries (how many, how much and to whom deemed too sensitive to disclose to the members who pay them), and trips to sunny climes, where President Dave, Dominion Secretary Brad “El Blanco” White and the wives always seem to find urgent Legion business in the winter months.
Still, kudos to Dion and company for possibly the most cutting-edge branding campaign for the Legion since, er, 1957, when they hit on the idea of hawking their own brand of cancer sticks to their members, the ongoing die-off of whom remains a complete mystery. Smoke ’em if ya got ’em!