'Real Ones Know' Sleeman Stands for More Than Beer

Iconic Canadian brand Sleeman Breweries in partnership with independent Canadian creative agency ONE23WEST have launched a new national brand campaign celebrating the people who show up when it really counts. Titled 'Real Ones Know,' the integrated campaign introduces a fresh brand platform that puts a spotlight on the everyday, down-to-earth Canadians who embody Sleeman’s values of connection, humility, and hard work.

The campaign is built on a simple insight: community isn’t formed just by proximity, it’s formed around a shared identity. With that in mind, ONE23WEST and Sleeman set out to craft a campaign that appeals to people who truly reflect the brand's core. The strategy was simple: instead of trying to be the beer brand for everyone, Sleeman will create a sense of community and connection among everyday down-to-earth people, and do things that show them we’re on their side.

“Sleeman has always been a beer with genuine, hardworking roots,” said Spencer Ryan, VP, executive creative director at ONE23WEST. “This campaign is about recognising the people who live those values every day—the ones who’ll give you the shirt off their back, even if it’s their only one. The ones who show up when it matters most. We call them The Real Ones. And real ones know Sleeman.”

At the heart of the campaign is a bold, unapologetic tone and voice—designed to stand out in a category that too often leans into sameness. The work will be brought to life across TV, digital video, social, and OOH.

“The Real Ones Know platform lets us celebrate the kind of people who’ve been drinking Sleeman for generations,” said Dana Brochu, director of marketing at Sleeman. “They share the same down-to-earth values we’re built on and this is our way of saying: we see you, we appreciate you, and we raise a beer to you. Because Real Ones know a real good beer.”

'Real Ones Know' launches nationally this week in Canada and will continue to roll out through 2025. The campaign was developed in partnership with media agency Mekanism Media, and directed by The Coles - represented by Canadian production company, Suneeva.