THE BRIEF:
Background:
Molson is launching a new special edition beer into the Canadian Marketplace. Due to the popularity of summer special edition beers - This beer is aimed at a younger audience – having fun on weekends at cottages, camping or concerts etc (LDA – 35yrs).
To be consumed – while hanging with friends. It will be launched summer 2023 and will celebrate being back with our friends and Canada as a country – the great outdoors!
Client: Molson
Target Market:
• Canadian
• Males (Primary) 19 - 40 yrs
• Female (Secondary) 19 - 40 yrs
• Young adults & older adults looking for something different... showing the sophistication and taste! • $15,000 to $60,000 annual income – depending on age / job
• consumers will purchase at the LCBO/Beer Store in Ontario – and other locations depending on province.
• those seeking cool factor alcohol – something different + new
Molson is launching a new special edition beer into the Canadian Marketplace. Due to the popularity of summer special edition beers - This beer is aimed at a younger audience – having fun on weekends at cottages, camping or concerts etc (LDA – 35yrs).
To be consumed – while hanging with friends. It will be launched summer 2023 and will celebrate being back with our friends and Canada as a country – the great outdoors!
Client: Molson
Target Market:
• Canadian
• Males (Primary) 19 - 40 yrs
• Female (Secondary) 19 - 40 yrs
• Young adults & older adults looking for something different... showing the sophistication and taste! • $15,000 to $60,000 annual income – depending on age / job
• consumers will purchase at the LCBO/Beer Store in Ontario – and other locations depending on province.
• those seeking cool factor alcohol – something different + new
THE PITCH:
Bison Brewery
A down-to-earth beer brand. Bison Brewery is new, fun, young, but still in touch with their traditional Canadian roots with Molson. This beer is made with the blue collar male in mind. We want to reach out to the demographic of people with a go-to beer and ask them to try something a little out of their comfort zone without going too crazy.
