Molson Canadian 'What beer's all about' campaign

Advertising, 1988-92, for Molson Canadian beer. Marketing background described: by the late 1980s the beer market in Canada was shrinking under social and demographic changes and fragmenting as new products were introduced to meet preference changes; holding market share, especially in Ontario (40% of the national market) was becoming increasingly difficult.
Agency: MacLaren LintasAuthors: 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...

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