Agency: Bozell Worldwide, Canada Inc. | Author: Michael O'Reilly |
Budweiser
EXECUTIVE SUMMARY
It was mid 1994, and Budweiser was a big, healthy brand in Western Canada, but it was struggling in Ontario, with borderline critical mass, and no momentum. This could not continue.
There would be no help from the market. National and Ontario volume was flat. And the 1993 'ice wars' between Labatt and Molson had made Ontario an intensely competitive and cluttered marketplace.
It was essential for Bud to attract new users, without alienating current users. Analysis identified three barriers to overcome:
- Bud's masculinity image: the...