Moosehead Lager - The Outer Self

This campaign - a bronze winner at the 2011 CASSIES - aimed to create a "point of differentiation" for a beer brand, which had suffered market share declines for years.

Moosehead Lager – The Outer Self

Agency: john st


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


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....

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