James Ready (beer)

Twice a week, the brand posted videos on its Facebook page where a word was spelled out using the undersides of the bottle caps.

Based on voting by Facebook followers, the top 100 entrants in the contest had their pictures turned into labels on James Ready beer bottles.

[5] These simple, Facebook-based techniques solidified James Ready's target market as college students, as those were the people who dominated the brand's Facebook page.

Leo Burnett and James Ready's consumer interaction-focused advertising has highlighted their entertainment factor in the past, and now with plans to expand, the two are prepared to increase profits and gain more interest in the brand.

James Ready plans to move across Western Canada and into the beer tap industry, opening its target market to older audiences, as opposed to being focused on Southern Ontario college students.