Sleeman Quebec

2001 campaign for Sleeman Quebec. Sleeman is a beer brand coming from Ontario, trying to make inroads in Quebec against the dominant Molson and Labatt brands.

Winner: Packaged goods beverages gold

Sleeman Quebec

Executive Summary

Beer is the most competitive of the packaged goods categories in Quebec, dominated by Molson and Labatt. Their hegemony has been unshaken in over 2 decades. Over the last two years, however, Sleeman Breweries has made inroads where others have failed, with only a fraction of their budgets.

Sleeman didn't buy its market share, but earned it. As a beer from Ontario it had to fight uphill to be culturally relevant in Quebec, and against all odds, it turned lifethreatening decline into strong growth. Advertising was the obvious causeas we shall...

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