James Ready: Help Us, Help You

James Ready, a Canadian beer brand, competes in Ontario's discount beer segment. Its established price-led appeal to younger, 19-24 year-old drinkers was ended by legislation that forced all discount beers to increase their prices.

James Ready: Help Us, Help You

Leo Burnett

Section I — Basic information

Business Results Period (Consecutive Months):April 2008 – May 2011
Start of Advertising/Communication Effort:April 2008
Base Period as a Benchmark:Calendar 2007

Section II...