Sid Lee Launches First Radio Ad to Air in the Devil’s language

Le Trou du diable and creative agency Sid Lee, are launching the very first radio ad in Quebec to be aired in the Devil’s language, recorded in reverse, of course. The campaign invites listeners to decipher the message for a chance to win a special Halloween party. 

To help make the message comprehensible, the company drew on the nostalgia of vinyl records to develop a virtual experience on a microsite, allowing people to spin Le Trou du diable’s album in reverse to reveal the subliminal message with a devilish twist. 

"We can't wait to see how the community reacts to the language of the Devil. It's the first time we've added a voice to our brand, and in our opinion, Halloween is the perfect time," emphasises Marie-Michelle Rioux, assistant brand manager of Trou du diable. 

The radio spot, on air for a total of seven days, will gradually change over time to reveal more clues to listeners. On the website, in addition to listening to the original ad, people can also check out the other eight tracks on the album, including an auditory tasting of the microbrewery's eight featured beers, all shared in the devil's language. Patient listeners will also discover little surprises hidden among the hidden tracks. 

To promote the initiative, the company created the official campaign album and sent it to influencers across the province. With the help of a QR code, content creators, journalists and radio hosts were invited to join in the fun and engage their listeners and beer lovers in the virtual experience. 

The radio campaign is on air on Quebec radio stations from October 16th to 23, 2023, and contest details can also be found on the microbrasserie’s Facebook and Instagram pages. To decipher the Devil’s language visit here. To find out more about le Trou du diable, visit here.