James Ready: Help Us Help You Campaign
Agency: Leo Burnett, TorontoClient:James ReadyProduct: James Ready Beer
Objectives
Resulting Business Objectives:
- Grow James Ready Ontario net sales volume (in hectolitres) year over year
- Grow James Ready Ontario market share year over year
Strategy
Although younger drinkers love the taste of premium beers, they're too expensive to be their volume brand. Discount beers, by contrast, have the price young drinkers want, but not the fun that they thirst for in their main brand. James Ready's opportunity was to address this unmet need for a fun, social...