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.