Molson - True Canadian Taste

The Canadian beer market faces increased competition and is polarising between value brands at one end and super premiums at the other.
Agency: Taxi

Molson – True Canadian Taste

Winner: Off to Good Start - Bronze

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Mid-October 2005 to Mid-April 2006

Start of Advertising/Communication Effort: October 2005

Base Period for Comparison: Historical Trends

Canadians have always secretly suspected that they brew the best beer in the world. The case you're about to read outlines a more provable Canadian beer achievement of equally global note. While big beer brands are suffering around the world at the hands of value brands and prestige imports, Molson Canadian is growing again after 5 years of share and volume declines.

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