Molson 67 Tiny Glasses

Agency: CP+B Canada, Spring Design, Mediaedge:cia, Sklar Wilton & Associates, Paradigm PR

SECTION I – BASIC INFORMATION

Business Results Period (Consecutive Months): October 2009 – May 2010

Start of Advertising/ Communication Effort: October 2009

Base Period as Benchmark: N/A -- a new product

Geographic Area Covered: English Canada

Annual Budget Range: $4 – $5 Million

SECTION II – SITUATION ANALYSIS

a) Overall Assessment

"Light beer has 400 calories"

Focus group respondent, April 2009

The Canadian beer market has stagnated and everyone is trying to take business from everyone else. At about $20 million in profit per share point, who can blame them? The prize is huge and there are only two ways to get a piece of it: steal share from another brand or entice new drinkers into the category.