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Challenges
- Create New Revenue Opportunities: Media, Partnership & Sponsorship Revenue
- Lifestyle Positioning Opportunities: Create a lifestyle voice tone & brand to serve the alcoholic beverage/ beer category & the beverages role in sharing good times with good friends, kicking back, slowing life down & decompressing
- Category Perception Issues: Elevate the perception of beer & the value the beverage plays in unifying people
Sales Growth Opportunities:
- Usage Occasions: Ignite consideration for beer as a complement on more occasions
- Purchase Frequency: Create ideas & suggestions for additional usage occasions
Next Level Thinking
- Beer Store enjoyed ’80 Million’ male skewed transactions per annum
- Create a holistic property that was developed by & for Canadians to help people enjoy life
- Identify a relevant & strategic partner to develop the property & distribute the model
- Co-promote the lifestyle of a beer with good friends & celebrating everything after 5 & weekends
- Extend the original property – digitally, socially & experientially
Results
- Elevated to #1 one print property to Men in Canada – top 20 all gender
- Evolved from print to omnichannel media model including digital, social &
- Evolved to a multi-million dollar per annum business model
- 14 year shelf life (2002-2015) – consideration of relaunching a digital omnichannel model
