Rickard's Pint of Delicious

Rickard's competes in the domestic super-premium segment of the beer market. When introducing a new variant - Rickards Dark - it became pressing to unify the trademark and re-energise the brand.

Rickard's Pint of Delicious

Agency: TAXI Canada Inc


Business Results Period in Consecutive Months: December 2009 – May 2010

Start of Advertising/Communication Effort: December 14, 2009

Base Period as a Benchmark: December 2008 – May 2009

Geographic Area Covered: National, English/French

Annual Budget Range: Over $5 million


a) Overall Assessment

Rickard’s competes in the domestic super-premium segment of the beer market. Its most identifiable variant, Rickard’s Red, was first launched in Vancouver in the early 1980s, and Rickard’s now offers a series of different variants....

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