Molson Canadian - The Rant - The Case Centre

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Case

Reference no. 9B01A025

Subject category: Marketing

Authors: Robert J Fisher (Ivey Business School, Western University); Scott Walker (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 2001

Version: 2002-03-07

Length: 19 pages

Data source: Field research

Topics: Advertising effectiveness; Advertising strategy; Marketing planning; Advertising media

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Abstract

Molson Canada produced Molson Canadian, Canada''s best selling beer. Canadian''s previous advertising campaign ''The Rant'' had been incredibly popular making it one of the most successful ads for Molson in a long time, and winning numerous international and domestic advertising awards. The marketing team for Molson Canadian had to find the theme for the next advertising campaign, and must decide whether to move towards more traditional beer advertising or maintain the non-traditional them of The Rant. (A 9-minute VHS video is available, product ''7B01A025'' containing Molson''s and Labatt''s advertisements.) There is a Spanish version available ''9B01AS25''.

Location:

Canada

Industry:

Food and kindred products

Size:

Large

Other setting(s):

2000