Molson Canadian - I am

From 1988 to 1992, the 'What Beer's All About' campaign had lifted Molson Canadian into the number one brand position in English Canada.
Agency: MacLaren McCannAuthors: Bill Durnan, Mark Fitzgerald and Rick Davis

Molson Canadian 'I AM'

EXECUTIVE SUMMARY

During 1988 to 1992, with 'What Beer's All About', Molson Canadian overtook Labatt Blue and became the #1 brand in English Canada. It seemed unstoppable. (Editor's note: see CASSIES I for the full story.) But 1993 brought the innovation wars, and a barrage of new beers from Molson and Labatt. By the time Molson turned attention back to Canadian, it had 'negative momentum', having lost share of market, and share of mind.

In this market, the entry level drinker is the...

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