Finalist
John St.

Harvey's   Rolling Rampage   A Marca Bavaria   Scottowels   Viewer's Choice

A MARCA BAVARIA

Unlike most countries supplying imports to Canada, such as Belgium, Germany or England, Brazil has little credibility as a brewer of high quality beer. Fortunately for Molson, which bought A Marca Bavaria in March 2002, research with males found that there was a group of young guys who would step up to an import, but reject the stuffy, pretentious image of most imported beers.

Furthermore, the research showed that what Brazil lacked in beer brewing credentials, it made up for in "joie de vivre" - beautiful women, beaches, music, soccer and Carnivale. In the minds of Canadian males, Brazilians live a beer commercial. John St. reinforced this idea in original TV, outdoor, and promotional creative including bar coasters and an in-case sampler CD called "The Beats of Brazil," as well as one sexy spot featuring the bikini-clad Brazilian actress Pietra, adapted from work by Bates Brazil.

Four months into the campaign, A Marca Bavaria had become the third largest import brand in Canada (behind Heineken and Corona). It was Molson's most successful brand launch in more than a decade, despite receiving lower spending levels than any previous launch in Molson's history.

Television


Better Things

Out Of Home

Wall Mural	Poster 1
Poster 2	Poster 3
Promotional