James Ready: Help Us Help You Campaign

Ontario discount beer James Ready had positioned itself as the 'beer of the people' with its campaign to 'Help keep our beer a buck'.

James Ready: Help Us Help You Campaign

Agency: Leo Burnett, TorontoClient:James ReadyProduct: James Ready Beer

Objectives

Resulting Business Objectives:

  1. Grow James Ready Ontario net sales volume (in hectolitres) year over year
  2. Grow James Ready Ontario market share year over year

Strategy

Although younger drinkers love the taste of premium beers, they're too expensive to be their volume brand. Discount beers, by contrast, have the price young drinkers want, but not the fun that they thirst for in their main brand. James Ready's opportunity was to address this unmet need for a fun, social...

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