Archives For BeaverTail

Oh Canada, We Love Our BeaverTails

MH3 —  February 21, 2013

Sorry Classified, but the lyrics to your song made the perfect foundation for my title this week.

Our mascot may be a “damn Beaver”, but the BeaverTail delicacy is taking a strong run at overtaking the animal. I know this from two days of highly scientific research conducted earlier this month…at my ski club.

On Saturday of Family Day weekend, in rolled the BeaverTail wagon and you would have thought Santa Claus had arrived. Dozens of cries of “BeaverTails!” echoed throughout the hills. Kids began a delicate, yet complex, negotiation with their parents to a. receive the necessary permission to upgrade the octane level of their midday snack by several thousand kilocalories; and b. to secure the necessary second-mortgage type financing they would need to complete the transaction.

I hadn’t really understood the fascination and fanaticism the BeaverTail brand elicits. I had heard of the Obama Tail served to President Barry during his first visit to Ottawa in his premier term a few years ago. I had seen the huts when we went to Quebec. A friend had shared a far-fetched tale that Bryan Adams once declared that his skill in differentiating a Beaver Tail from a Timbit was supernatural, or All-Canadian, or something. (I am taking liberties here with the actual telling of Adams’ story!)

But how could something so enthralling be created in wee wee wee little Killaloe, Ontario? I have friends who live there and they have never mentioned the furless deep-fried fountain of taste bud ecstasy. Perhaps like me, they hadn’t experienced the love I witnessed this past weekend.

The obsession with the Tail defied all experiential marketing logic. The truck was noisy. The line was long – at one point kids were waiting 40-60 minutes! The price? Good on them for charging mega bucks for fried dough. There was no pre-promotion, no Facebook app, no post event press release.

But if the BeaverTail two day sale where I ski is any indication – they know their consumer, their consumer loves them, and I am one very impressed, and disciplined observer. Disciplined?

Yes, I was practically a Biggest Loser Hall of Fame level participant in my resisting the urge to succumb to the Eve-like temptation of a Skor flavoured BT. You are probably underestimating the level of self control this took. Summon your inner Willy Wonka and visualize a fantasia of chocolate covered faces surrounding you. Soon to be decaying teeth blazing in choreographed smiles. Majestically chocolate ‘stached upper lips on pre-pubescent faces. Chins dripping in sprinkles, sugar, and M&M bits not quite captured by their alligator jaws.

Admit it. I’ve done it. I’ve overwhelmed your senses. You want some damn BeaverTail!