Kokanee Beer: The Movie Out Here

Agency: Grip Limited Toronto
Advertiser: Labatt Breweries of Canada
Brand: Kokanee
Country: 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 that consists of more local and less expensive offerings. Across Western Canada, the value segment grew 8.82% between April 2011 and April 20121. During the same period, Kokanee experienced a share decline of over 11%2.