Moosehead
#TRULYCANADIAN
Moosehead is the last Canadian-owned national brewer.
Since most Canadians have a hard time identifying one lager from another, Moosehead adopted its #TrulyCanadian positioning in hopes of appealing to our national pride.
The Challenge
Moosehead had strong Awareness Scores, but conversion rates were low.
Knowing how important experience is to the beer consumer, we needed to create something special leveraging Moosehead’s #TrulyCanadian positioning to remind beer drinkers to reach for a Moosehead Lager.
Strategic Approach
Most Canadians consider themselves “very proud” to be Canadian – but that sense of pride goes well beyond the usual stereotypes.
To drive home Moosehead’s status as a Canadian-owned independent brewery, we created a contest that invited participants to share their idea of what it means to be #TrulyCanadian.
The Campaign
Most Canadians consider themselves “very proud” to be Canadian – but that sense of pride goes well beyond the usual stereotypes.
To drive home Moosehead’s status as a Canadian-owned independent brewery, we created a contest that invited participants to share their idea of what it means to be #TrulyCanadian.
