Kokanee: The Movie Out Here

Agency: Grip Limited
Client: Labatt Breweries of Canada

Section I — Basic information

Business Results Period (Consecutive Months): April 2012 - April 2013

Start of Advertising/Communication Effort: April 2012

Base Period as a Benchmark: April 2011 - May 2012

Section II — Situation analysis

a) Overall assessment

Kokanee, long established as "the beer out here" in Western Canada, faced many challenges coming into 2012. Its mountain refreshment and western heritage were not as revered as they once had been, as young beer drinkers continued to be attracted to the offerings of global and national brands like Budweiser, Coors Light and Molson Canadian Brands that have a share of approximately one-third of the beer market. As well, this target, particularly in BC which accounts for 39% of total Western Canada market volume, was increasingly attracted to the value segment, which consisted of more local and less expensive microbrewery offerings like Caribou, and traditional value brands like Busch. Across the West, the value segment had grown 8.82% between April 2011 and April 2012. During the same period Kokanee experienced a share decline of over 11%.