Molson - Rickard's

Rickard's is the number one red beer in Canada, but it has been under pressure. It’s a premium product but not super premium and it doesn’t have a rich heritage to exploit.
Agency: zig

Molson – Rickard's

Winner: Off to a Good Start - Bronze

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): July 2005–March 2006

Start of Advertising/Communication Effort: July 2005

Base Period for Comparison: Year Ago

The mainstream beer market in Canada is shifting away from Molson Canadian and Labatt Blue. There are several reasons for this: the easing of advertising restrictions on hard liquor and energy drinks; the movement by some mainstream drinkers to put super premium imports (Stella, Heineken and Grolsch) in their repertoire; and the acceptance, by some, of discount-priced beers.

Rickard's is priced between Molson/Labatt and...

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