Striking Gold

The fizzy soft drink has been around since 1904, when a Toronto pharmacist struck gold after perfecting his formula for Canada Dry Pale Ginger Ale. Now, 100 years later the makers of the drink, Dr Pepper/Seven Up, are offering gold to fans.

To celebrate its golden anniversary, consumers in the Northeast are getting the chance to win 100 ounces of pure gold.

Beginning last month, specially marked 12-packs and 2-liter bottles of regular and Diet Canada Dry Ginger Ale feature the Win 100 Ounces of Gold message directing consumers to CanadaDry.com, where they can enter to win. A viral component helps spread the word even faster. Each 1-ounce gold coin will be stamped with the Canada Dry logo on one side and a commemorative Canada Dry 100th anniversary logo on the other. The coins arrive in a velvet bag.

Nationally, consumers can collect special-edition, commemorative 12-ounce Canada Dry cans with the anniversary logo. P-O-P materials include static cling signs and shelf talkers.

A new outdoor advertising campaign rolls out this spring in the Northeast, celebrating the drink's outdoor roots.

After developing the ale, John J. McLaughlin began to ship the drink to New York City in 1919. Two years later the first Canada Dry plant opened on 38th Street in Manhattan.