Agency: Vaughn Whelan & Partners Advertising Inc | Authors: G Gross, D Kincaid, B Semkuley, B Moakler and V Whelan |
Blue Star Gold
EXECUTIVE SUMMARY
Blue Star is a brand of Bavarian-style lager beer, marketed in Newfoundland by Labatt Breweries of Canada. Prior to its purchase by Labatt several decades ago, it was a very successful, independent Newfoundland brewery. Throughout the '70s and '80s, its fortunes sagged, as consumers gravitated to the more mainstream brands, such as Labatt Blue, Labatt Lite, Molson Canadian, and a competing local brand, Black Horse. This case concerns itself with the role of advertising...