Grand Prix Winning CP+B Molson Entry
Thursday, September 11 2003
Published on AllBusiness.com
Agency: Crispin Porter + Bogusky, Miami
Client: Molson USA
Brand/Service/Product: Molson Canadian
Campaign Title: "Let Your Molson Do the Talking"
Planners (alpha):
Adrian Fogel
Liliana Rodriguez
Jamie Webb
One-sentence Topline
Let Your Molson Do the Talking.
75-word Summary
By treating beer as fashion we recognized the role of the beer label itself - to signal something positive to your peers and make yourself more attractive to members of the opposite sex. So, we created a second or "Twin" label to be used as a tool to help our young male target meet and connect with women. Molson Canadian sales are up 48% and is the fastest growing major import in the United States.
Business Background
Molson is Canada's number one selling domestic beer. It was a pretty popular import in the U.S. in the 70's, 80's and early 90's. Miller, which owned the rights to the Molson brand during the late 90's put its marketing emphasis elsewhere. The best-known Molson brand, Molson Canadian was neglected.
As a result, while imported beers have enjoyed a period of strong growth (8-12% on average) in the U.S. over the last several years, Molson has seen its sales volume decline roughly by half.
In an effort to rescue and rebuild the brand, Molson bought back its rights from Miller in 2001 and hired CP+B in 2002 to regain momentum for Molson U.S.A. and relaunch Molson Canadian as its flagship brand in the U.S.
Insights About Bar Culture
Creating momentum in the beer category happens on-premise (the beer industry term for bars and restaurants). Guys go to bars and restaurants to meet women. In the absence of women they will eat hot wings, watch sports, play pool and talk about women. But meeting and connecting with women is what it's all about. No real insight there.
Insights About the Category
We went on-premise to observe what happens. We went to clubs, restaurants, upscale bars, sports bars and a few dives. Any place you could get a cold bottle of imported beer. We watched how guys held their bottle of beer - with the label facing forward. How they positioned it at a table - in front of them. We learned the difference between "Wednesday night beers" with the guys and "Friday night beers" with the ladies. What we learned was that Molson's category isn't really beer, but rather male fashion. It turns out that our target (males 21-27) uses beer exactly the same way they use
Client: Molson USA
Brand/Service/Product: Molson Canadian
Campaign Title: "Let Your Molson Do the Talking"
Planners (alpha):
Adrian Fogel
Liliana Rodriguez
Jamie Webb
One-sentence Topline
Let Your Molson Do the Talking.
75-word Summary
By treating beer as fashion we recognized the role of the beer label itself - to signal something positive to your peers and make yourself more attractive to members of the opposite sex. So, we created a second or "Twin" label to be used as a tool to help our young male target meet and connect with women. Molson Canadian sales are up 48% and is the fastest growing major import in the United States.
Business Background
Molson is Canada's number one selling domestic beer. It was a pretty popular import in the U.S. in the 70's, 80's and early 90's. Miller, which owned the rights to the Molson brand during the late 90's put its marketing emphasis elsewhere. The best-known Molson brand, Molson Canadian was neglected.
As a result, while imported beers have enjoyed a period of strong growth (8-12% on average) in the U.S. over the last several years, Molson has seen its sales volume decline roughly by half.
In an effort to rescue and rebuild the brand, Molson bought back its rights from Miller in 2001 and hired CP+B in 2002 to regain momentum for Molson U.S.A. and relaunch Molson Canadian as its flagship brand in the U.S.
Insights About Bar Culture
Creating momentum in the beer category happens on-premise (the beer industry term for bars and restaurants). Guys go to bars and restaurants to meet women. In the absence of women they will eat hot wings, watch sports, play pool and talk about women. But meeting and connecting with women is what it's all about. No real insight there.
Insights About the Category
We went on-premise to observe what happens. We went to clubs, restaurants, upscale bars, sports bars and a few dives. Any place you could get a cold bottle of imported beer. We watched how guys held their bottle of beer - with the label facing forward. How they positioned it at a table - in front of them. We learned the difference between "Wednesday night beers" with the guys and "Friday night beers" with the ladies. What we learned was that Molson's category isn't really beer, but rather male fashion. It turns out that our target (males 21-27) uses beer exactly the same way they use