Molson Canadian

The Canadian beer category has changed dramatically, with value beers and super premiums polarizing the market. As a result, high-volume mainstream players like Molson Canadian have been squeezed into a no man’s land between cheapest and best. To confront this challenge, Zig chose to speak to the beer’s target – 19-to-24-year-olds – rationally.

Following “brand strengths audit” research, the agency determined that the target preferred a beer that’s easy to drink and Canadian. No harsh Euro beers or watery US brews, thank you. To best reach them, it chose to tap into the brand’s cultural provenance with the equally rational and emotional tagline, “True Canadian Taste.”

To bring this to life, Zig created the “Defenders of True Canadian Taste” multimedia campaign, which included billboards, viral and TV spots, which star comedian Jason Jones of the Daily Show.

The results are in: advertising tracked above norm on intrusion, while message communication and purchase intent, share and volume are up in the second quarter vs. the first quarter following the launch of the new campaign.