Canada’s Craft aligns directly with the strategic goals Molson Coors launched for thorough implementation by 2025.
It utilizes current operational processes and implements further extensions of the brand, catering to targeted customer segment expectations, the Canadian millennials who make up the 9.8 million people who represent 47% of the craft beer market and view Craft beer as an affordable luxury.
We aim to gain market share in the growing beer market which offered 16.6% growth over 2015, representing 12% market share in the total North American market.
For a Marketing and Design course, I focused Molson’s efforts on developing a new brand segment - a line of premium craft beer that’s made in Canada using local ingredients offering four distinctive tastes.
Instagram and Facebook will be used as our social media channels as they are the most influential for the millennial demographic. An authentic storyline and a brand that promotes local flavors and good friends – instills ideas of responsible consumption and crafting experiences. attacking Sentence market. Our YouTube Paid advertisements appeals directly to the Millennial generation.
Appeals to lifestyle - outdoors and healthy ingredients
Emphasizes unique flavors and local ingredients
Discovering new tastes and flavors
SOCIAL MEDIA MARKETING
Alignment with Strategy
Strong and cohesively branded promotional tools across an array of digital and print touch points will act as a pull strategy for consumers, as Molson is also the manufacturer of the product. I used promotional strategies to develop a story – a cohesive and authentic brand that aligns with the values of our targeted customer segment, and the overarching values of Canada as a whole. Canada’s craft is responsibly refreshing, sustainably brewed and collectively crafted.
Supporting Promotional Materials