molson

Insight AssignmentFor: Doug PotwinFrom:ChelsiMittelholzer2413052

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Now that we know thatConsumers would buy Molson Canadian beacause it associ-ated with national pride, but

are more excited by the ideology created by MC’s

competitors...

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It is an opportunity to show that MC also has a party mentality that goes be-yond just nationalism by showing the consumer that they’re more than just Canadian and have memorable and iconic party moments that are well

known and respected by everyone else.Promote the brand personality as some-thing like ‘Yes I am Canadian, and I am

international Cool’

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Hockey players and hockey lovers like

drinking Canadian during and after sporting events,

and that the brand is strongly associated with

hockey...

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It is an opportunity to pro-mote Molson Canadian be-

yond just hockey, by showing that like Canadian’s sporting preferences are just as diverse as the country, and that MC

feels great with each and every kind.

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Beer drinkers remember and appreciate Molson Canadian for it’s rich

flavour{{

It is an opportunity to illus-trate that Molson Canadian

is the only beer on the market with the incredibly rich and distinctly Canadian taste for people to enjoy in their lager.

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Now that we know that many Canadians believe that Molson Canadian is just the one average Joe

hockey loving Canadian {{

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{{ Tweaking the brand personal-ity slightly for the comsumer to believe that it is more all inclu-sive by furher promoting the other products in the Molson Canadian family (Canadian

Light, Sublime etc) that appeal to a wider audience

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Bar goers and beer drinkers associate Molson

Canadian with one particular type of bar or set-ting that they feel they may

not always take part in

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It is an opportunity to promote it as a beer for all oc-

caisons. Not just for day to day or hockey victories, but for whatever celebration big small or that suits them personally.

Introduce a ‘Here’s to you’ mentality

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Now that we know that some consumers avoid

Canadian because it can be too rich and they want to be able to drink more bottles of a lighter beer..

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It is an opportunity to change the consumer’s per-ception towards thinking

that it is more satisying and appealing to have one or

two heartier Molson Cana-dian vs five watery lagers.

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