Agency: MacLaren Lintas | Authors: B Pope, S Creet and J Anderson |
What Beer's all about
Molson Canadian Campaign
INTRODUCTION
Aren't you suspicious that Avis secretly liked being number two in the car rental market for all those years? After all, it allowed them to keep reminding people that they 'tried harder'.
That long-running advertising campaign made a virtue of being the underdog. But in the high stakes beer market, in which fighting for market share is a daily battle, there is no glory in being second. In the beer business, where each market share point is worth about...