Advertiser: Labatt Brewing Company Ltd.
Category: Long Term Success
Section I — Case Parameters
Business Results Period (Consecutive Months): 47 months (2013-2016)
Start of Advertising/Communication Effort: Feb 2013
Base Period as a Benchmark: vs. 2012
Geographic Area: National
Budget for this effort: $1 – $2 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
In the very competitive category of beer, every edge can make or break a brand's fortune. Hockey is one of the biggest drinking occasions and when Budweiser was faced with the loss of the NHL sponsorship to its biggest competitor, Molson, we were forced into a position to change the game, literally.