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(July 5, 2001) TORONTO -- Small beer marketer Moosehead Breweries is showing big aspirations with a large draft beer tap in Toronto's entertainment district, where the two-story showpiece will stay for the next year.

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.

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