OLG has long promised people who purchase its various lottery products a taste of the good life, but it’s taking that concept literally with a flavourful new promotion for Lotto Max.
Working with agency partners FCB Canada and its licensing division Segal Licensing, the brand has partnered with Creamery X—an artisanal ice cream shop in Toronto that specializes in frozen custard and vegan ice cream with unique flavours like Portuguese Custard Tart and Lemon Marshmallow Treat—to create a line of ice cream bars suitable for a (multi)millionaire.
The new Lotto Max Dream Bars come in four flavours: “Rare Oil Painting,” “Private Island,” “Designer Handbag,” and “Grail Sneaker.” They were developed in association with food scientists from the University of Guelph, who helped bring the various concepts to life.
“Rare Oil Painting,” for example, is described as tasting like a “modern masterpiece,” with tasting notes that incorporate olive oil, fresh mid-tannins and “a hint of oil paint,” while “Private Island” features a flavour profile built around Pacific Ocean Konbu seaweed, rounded out with lingering hints of lychee and orange blossom, giving the taste of owning your own tropical island.
The Dream Bars are exclusively available at the Lotto Max Dreamery, a series of pop-up events taking place throughout the GTA through September. Each bar costs $5, and includes a scannable Lotto Max free play code redeemable at any OLG retailer. All profits from sales of the Dream Bars will be donated to charity.
With only 14% of Ontario adults playing Lotto Max, the OLG has made a concerted effort to broaden the product’s appeal among younger consumers who might not play the lottery.
Earlier this year, it partnered with Toronto clothing brand Mr. Saturday on “Dream Drop,” a line of hoodies featuring a code redeemable on the OLG website for one $5 ticket every week for one year, an approximate value of $260. (The campaign picked up multiple Lions in Cannes in June.)
The campaign’s experiential activation was led by T1, with PR by Hill + Knowlton Strategies, and media by MediaCom.