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August 2008 - Strategy Magazine
Deconstucted

Beer wars: Canadian vs. Blue

by Annette Bourdeau
page 38

In this corner: the iconic Molson Canadian

Molson Canadian has always stood for all things, well...Canadian. And its latest brand platform is no exception. "The Code" is a new beer anthem for good old Canadian boys everywhere. From growing playoff beards to feeling bad about reclining on planes, Molson dug up insights to support its theory that there is such a thing as an unwritten Canadian guy code.

"Guys really believe that 'The Code' reflects them. They see themselves in it," says Michael Shekter, senior brand manager at Molson, adding that developing the new strategy was a long, careful process. "Something we've always been conscious of on Canadian is that while we're always interested in attracting new users, we have one of the largest user bases of any beer in Canada, so we don't want to alienate our existing customers."

So far, so good. Shekter reports that both preliminary research and anecdotal feedback indicate "The Code" will be around for a while. "Generally, the old-timers love it and the new people love it," he says. "This is just the beginning. We can't wait to take it everywhere."

Everywhere, indeed. A summer campaign touting a colossal monument set to be unveiled in late August, the Molson Canadian "Mega Keg" is very hard to miss. It includes TV, stylized the same way the original Code TV spots were, with a narrative about why Canadians like "big things," as well as OOH, mobile, in-store and online elements emphasizing the "bigness" of the Mega Keg. Consumers are invited to enter (via mobile or online) to win access to a huge Mega Keg party.

Overall strategies - Canadian vs. Blue

Murphy: These two summer campaigns battling for supremacy as the Canadian beer couldn't be more different. There are elements I like in both, but to be fair, Molson's "Mega Keg" body-slams Labatt's "The Good Stuff" out of the arena. Molson is focused, and continues to expand on its young Canadian brand with "Mega Keg" - sometimes smartly, sometimes a little tackily - by saying, "Come out, party, have a blast and get trashed." Labatt - with its Budweiser brand going head-to-head with Molson for the younger market - is attempting to zag (as opposed to zig) with Blue, by going after a more authentic audience. An audience that's maturing and socially concerned. I like the thought behind the campaign, but the messaging comes across as somewhat disconnected. There doesn't seem to be any glue holding the elements together.

Roberts: Molson has taken the "let's pack as much fun into the summer as humanly possible" strategy and wrapped it into a huge beer keg. It's a strategy that feels generic to me. Budweiser, Coors Light and Canadian all seem the same. Labatt, on the other hand, wants the beer drinker to buy "The Good Stuff." Blue is better than regular (inexpensive) beer? Really?

Molson "Mega Keg" summer activation

Murphy: Molson stays true to brand with its "Mega Keg" promotion, which is as supersized and in your face as the giant vat of beer it pays homage to. All the elements - although occasionally juvenile - fit together. The concept is focused: drink as much as you can and have a ton of fun while you do it.

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