Moosehead Lager – The Outer Self
Agency: john st
Section I — BASIC INFORMATION
Business Results Period in Consecutive Months: May 2010 – July 2010
Start of Advertising/Communication Effort: May 2010
Base Period as a Benchmark: Previous Year
Geographic Area Covered: Canada (focused on Ontario)
Annual Budget Range: $1 – 2 million
Section II — SITUATION ANALYSIS
a) Overall Assessment
With the merger of Molson-Coors and Labatt’s purchase by Interbrew, Moosehead Breweries became Canada’s largest 100% Canadian-owned independent brewery.
And Moosehead Lager, the brewer’s most widely sold offering, has been the iconic brand’s hero product....