Agency: | Author: Not credited |
GRAND PRIX: PACKAGED GOODS BEVERAGE GOLD
Molson Canadian
Executive Summary
The beer business is the most competitive packaged goods category in Canada. Every year Molson and Labatt's expend enormous resources in pursuit of fractional share point gains. The most intriguing rivalry has been the seesaw battle between Molson Canadian and Labatt's Blue. (Crossover Note 1). Canadian established itself as the number one beer in Canada in the mid80s, and solidified its lead in 1994 with 'I am Canadian.' In recent years, however, Labatt's regained momentum with 'Out of the Blue,'...