Kokanee Beer: The Movie Out Here
Agency: Grip Limited TorontoAdvertiser: Labatt Breweries of CanadaBrand: KokaneeCountry: Canada
Objectives
Situational analysis and objectives
Kokanee, long established as "the beer out here" in Western Canada, faced many challenges coming into 2012, as the brand was not as revered as it once was. Young beer drinkers continued to be attracted to the offerings of global and national brands like Budweiser, Coors Light and Molson Canadian, which share approximately one-third of the beer market in Western Canada. Kokanee's target had also become increasingly attracted to the value segment...