Agency: MacLaren McCann | Authors: 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...