Kokanee: The Movie Out Here

This case study describes a campaign in Canada by Labatt Breweries, a beer company, to increase sales of its Kokanee brand with a reduced budget.

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...

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