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Molson Canadian 67's
tiny glass, big win

GOLD :: Off to a Good Start
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OVERVIEW: A light beer successfully appeals to both men and women.

SITUATION ANALYSIS: The beer market has stagnated and one reason is that people are drinking less beer and more wine and mixed drinks. Molson Canadian 67 (at 67 calories per glass the lowest calorie beer in Canada) would try to take advantage of that. The objective was to get a 0.2% share, and source at least half of the volume from people who usually chose wine, cocktails and coolers. [Note: 0.2% may seem small, but at $20 million profit per share point it was well worth capturing.]

STRATEGY & INSIGHT: As a light beer, Molson Canadian 67 had to appeal to both men and women, but this could be a problem because targeting women runs the risk of alienating men. In a search for common ground, people were asked the number of calories in their favourite drinks. Their answers were all over the map. Most underestimated wine and cocktails, while overestimating beer. In other words, everyone thought they knew the answer, but they were wrong. Armed with this insight, the strategy was to show the truth about calories by comparing Molson Canadian 67 to other drinks. This would also help position the brand outside traditional beer - by showing it in sophisticated and mature environments.

EXECUTION: Creative launched in October 2009, using tiny glasses to contrast 67 calories of wine or mixed drinks with 67 calories of Molson Canadian 67. TV also addressed the shift to more sophisticated tastes via casting and location. Flare magazine featured the new brand with, "Drink beer to fit into your bridal gown!" Canadian Running said, "Calorie conscious runners who still want to enjoy a cold beverage after a run now have a new brew to quaff." Interactive online banners asked the simple question, "What does a 67-calorie vodka martini look like?" The ad then expanded to show the comparison to Molson Canadian 67.

RESULTS: In line with the objective, over half of 67's drinking occasions replaced another type of alcoholic beverage, and by April 2010 share was running at 0.39% - double the ingoing target.

CAUSE & EFFECT: Ad recognition was above norm, as was comprehension of the main message. People (both men and women) found the advertising to be unique, appealing and talk-worthy, and there were no other factors in the market to have caused the results.

Molson-Coors Canada
Scott Cooper - VP, Brand Marketing, Canadian & Innovation
David Bigioni - Brand Director, Molson Canadian
John Francis - Brand Manager

CP+B Canada
Aaron Starkman - Executive Creative Director
Peter Gardiner - Copywriter
Scott Park - Art Director
Ryan Roberts - Planner
Naomi Olsen - Management Supervisor
Natalie Calderon - Account Director
Alexandra Ungureanu - Digital Producer
Wendy Lee - Quality Assurance Lead
Galya Braggio - Development Lead
Karl Pawlowicz - Designer

Spring Design
Sklar Wilton & Associates
Paradigm PR