Peak Brew by Kokanee

This case study details a campaign to regain the mountains as the symbol of Kokanee, a Western Canadian beer, when under threat from national brands.

Peak Brew by Kokanee

Grip LimitedLabatt Breweries of Canada

Situation analysis

Overall assessment

Kokanee is a Western Canadian beer with a deep connection to the mountains it calls home. To this day, the brand is tied to the mountains by partnering with a number of ski resorts across the West and champions the best each mountain has to offer with those looking to enjoy a day on the slopes.

Research confirms that love for the mountains is a shared passion and point of pride for all Western Canadians and, in particular, for males aged 19-29.

This connection to the...

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