Agency: zig |
Molson – Rickard's
Winner: Off to a Good Start - Bronze
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): July 2005–March 2006
Start of Advertising/Communication Effort: July 2005
Base Period for Comparison: Year Ago
The mainstream beer market in Canada is shifting away from Molson Canadian and Labatt Blue. There are several reasons for this: the easing of advertising restrictions on hard liquor and energy drinks; the movement by some mainstream drinkers to put super premium imports (Stella, Heineken and Grolsch) in their repertoire; and the acceptance, by some, of discount-priced beers.
Rickard's is priced between Molson/Labatt and...