THENEWRATPACK - Strategy

We’re all fired up!
In fact, we’ll be dishing out awards for the
hottest newspaper ads. Come along for
FREE DRINKS and great food. You can win a
free LUXURY CAR for a week, or a fabulous
SHOPPING SPREE.
Thursday, October 5 th 2006, 5pm–7pm
Jamie Kennedy at The Gardiner Museum of Ceramic Art, Toronto
To purchase tickets, 416.923.3567 ext. 270, krazon@cna-acj.ca
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respectively. “We wanted to create a real personality for it,” Bergstein
recalls. He and his team asked Toronto-based agency Bensimon Byrne
to come up with a name for the new fi ve litre kegs, and they in turn
delivered over 100 different possibilities, including the hands-down
winner, Bubba. To leverage Molson’s sports sponsorships, the Bubbas
were outfi tted with collectable sports jerseys, because, as Bergstein
says, “guys love to collect stuff.”
During his two-year stint at Molson, Bergstein also relaunched the
brand in the U.S., working with Miami hot shop Crispin Porter +
Bogusky to introduce an on-package effort, “Back Labels,” with over
80 different sayings like “I kill bears with my bare hands” printed
on label backs. “It was a fantastic way to engage consumers. They’re
real conversations starters,” says Bergstein, adding that the idea was
picked up in the Canadian market to run as a limited-time promotion.
Bergstein’s A Marca Bavaria launch also achieved success for
the beer co, becoming Canada’s number four import beer by
mid-summer of its launch year, 2003. “The challenge was how do
you make a Brazilian beer with a German name work in Canada,”
says Fleischmann. “Joey had a good backbone keeping the initiative
on track and stewarding it through the management…Molson was a
tough audience.”
Fleischmann recalls that, towards the end of the campaign
development, they had two ads that were testing well. One featured
a hot Brazilian woman stripping, which, while sexy, wasn’t strongly
Above: Two ad tacks, one focusing on sex and one focusing more closely on
product, were combined to achieve success for A Marca Bavaria in Canada