Molson Canadian 67

Molson Coors launched Molson Canadian 67, a light beer brand, with this integrated campaign. The strategy was to attract sophisticated consumers who usually preferred to drink wine, cocktails or coolers rather than beer.

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...

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