Molson Canadian

2000 campaign for Molson Canadian beer. This brand has been in head-to-head rivalry with Labatt's Blue for years, for dominance of the Canadian market.
Agency:Author: Not credited
Agency: BensimonByrne D'Arcy

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,'...

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