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FOR IMMEDIATE RELEASE
NEW MOOSE LIGHT PACKAGEING
UPDATES MOOSEHEAD ICON
Maritimes brand success rolls out to Ontario, Manitoba.
 TORONTO,
ON (July 29, 2003) – Moosehead Light, a Maritimes
market leader, recently updated its packaging to maintain
its brand leadership and relevance in its new Ontario
and Manitoba markets. Moose Light enters these markets
as the premium light beer brand. The re-design project
involved all elements of the brand’s assets: the
Moose symbol, labels, category and brand colours.
"Light is the fastest-growing beer category in
North America," commented Rob Morrell, Brand Manager,
Moose Light. "We felt it was time to progress the
Moose Light look to better meet our new ‘active
and natural’ positioning for 2003, that way ensuring
the brand’s double digit growth continues. We turned
to Strategies International; they’ve proven their
insight and understanding of the brand’s appeal,
name badge and colours."
The light beer category in Canada is growing; in the
Maritimes, shipments were 10.3% higher in 2002 over
2001, according to the Brewers Association of Canada.
Moosehead Light, growing at more than 30% during the
same period, attributes its market success to the Moosehead
franchise success in the Maritimes and the rapid expansion
of the premium domestic segment of the category in the
rest of Canada. Overall, Moosehead growth has outpaced
the segment in the last 12 months in Canada, making
it a leader amongst domestic premium beers.
Canadian consumer research played a major role in the
recent design work, leading to the embellishment of
the silver Moose head, the primary blue packaging colour
and the treatment of the words Moose Light.
"This is all about ‘refreshment cues’
from the consumer. Understanding how to apply these
and leverage the graphic potential of the silver Moose
for all the design and production implications was our
challenge," said Strategies International President
Greg Bérubé. "The global trends are
to use metallic papers and inks; we ensured we captured
thirst appeal without losing the Moose icon to technical
embellishments."
The 2003 marketing campaign for Moose Light, the most
significant in Ontario since the Moosehead launch in
1993, includes television for the first time, direct
mail, radio, promotion and sales campaign activity.
Goodgoll Curtis developed the launch campaign. The new
Strategies International packaging was launched in the
Maritimes in March 2003, and in Ontario last month.
For
more information contact:
Rob Landsmann, Fantail Communications Inc., 416-363-4805, rob@fantailinc.com
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