Kokanee: The Movie Out Here
Agency: Grip LimitedClient: Labatt Breweries of Canada
Section I — Basic information
Business Results Period (Consecutive Months): April 2012 - April 2013
Start of Advertising/Communication Effort: April 2012
Base Period as a Benchmark: April 2011 - May 2012
Section II — Situation analysis
a) Overall assessment
Kokanee, long established as "the beer out here" in Western Canada, faced many challenges coming into 2012. Its mountain refreshment and western heritage were not as revered as they once had been, as young beer drinkers continued to be attracted to the offerings...