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.