Kokanee Beer: The Movie Out Here

This case study describes how Kokanee, a beer brand in Canada, created a feature length movie to improve brand health and halt decline in its market share.

Kokanee Beer: The Movie Out Here

Agency: Grip Limited TorontoAdvertiser: Labatt Breweries of CanadaBrand: KokaneeCountry: Canada

Objectives

Situational analysis and objectives

Kokanee, long established as "the beer out here" in Western Canada, faced many challenges coming into 2012, as the brand was not as revered as it once was. Young beer drinkers continued to be attracted to the offerings of global and national brands like Budweiser, Coors Light and Molson Canadian, which share approximately one-third of the beer market in Western Canada. Kokanee's target had also become increasingly attracted to the value segment...

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