Rickard's Pint of Delicious

Agency: TAXI Canada Inc

Section I — BASIC INFORMATION

Business Results Period in Consecutive Months: December 2009 – May 2010

Start of Advertising/Communication Effort: December 14, 2009

Base Period as a Benchmark: December 2008 – May 2009

Geographic Area Covered: National, English/French

Annual Budget Range: Over $5 million

Section II – SITUATION ANALYSIS

a) Overall Assessment

Rickard’s competes in the domestic super-premium segment of the beer market. Its most identifiable variant, Rickard’s Red, was first launched in Vancouver in the early 1980s, and Rickard’s now offers a series of different variants.

In the years following the introduction of the breakthrough "Pint of Glory" campaign in 2005, Rickard’s Red enjoyed considerable success in sales growth and brand metrics.