Molson Canadian 67
Crispin Porter + Bogusky
Section I — Basic information
Business Results Period (Consecutive Months): | October 2009 - September 2010 |
Start of Advertising/Communication Effort: | October 2009 |
Base Period as a Benchmark: | N/A because this is a new product |
Section II — Situation analysis
a) Overall Assessment
"Light beer has 400 calories!" Focus group respondent, April 2009.
The Canadian beer market has stagnated and everyone is trying to steal a share from everyone else. At about $20 million in profit per share point, who can blame them? The prize is huge and there are only two ways to get...