A strong regional brand in Atlantic Canada, Moosehead enjoys merely a "toehold" against rivals Molson and Labatt in Ontario; that's where the marketer, Canada's oldest independent brewer, kicked off the campaign.
Featured in outdoor creative is Moosehead's signature green color along with its brand label, the head of a proud bull moose. The campaign's slogan is "Bartenders give tips, too."
Target for the campaign is beer drinkers aged 25 to 35 who are ready to move to a premium brand but who may not like the heavier craft beers, says Stephen Poirier, VP of marketing at New Brunswick-based Moosehead.
Handling the Ontario-wide campaign is Omnicom Group's TBWA/Chiat/Day, Toronto. -- Stephen Barrington
Copyright July 2001, Crain Communications Inc.