Beer

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Moosehead’s Alpine gets sexy

In an effort to play with the big boys, Moosehead Breweries is flaunting Alpine’s sexy side in two new TV spots. The campaign, by T.O.-based Goodgoll Vendramin (formerly Goodgoll Curtis), is designed to position the St. John, N.B.-based beer brand as a relevant player among heavyweights like Budweiser.

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Cast in rock: Quebec Bud effort targets rockers where they drink

If you see an image of a guitar next to a glass of beer, do you immediately think of Budweiser? Probably not in English-speaking Canada, but in Quebec, rock music and Bud have become so synonymous that the marketer is looking for more subtle ways to reinforce its brand message.

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The Super Bowl ads: scintillating or sour?

The Super Bowl is an annual contest featuring huge, heavily padded men trying to run each other over while chasing around a small, oddly-shaped bag of leather. It’s fun, but often not nearly as entertaining as the commercials sandwiched between the grunting and groaning.

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Good Dog: ‘young, social and fun’

That Downtown Partner DDB’s spot for Bud Light clinched the Super Bowl of advertising comes as no surprise to St. Louis-based Anheuser-Busch.

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Living the Loft

To really create buzz in a contest promotion, it helps to give consumers a taste of what they can win. Budweiser did just that in its Bud Loft promotion created by Montreal-based PALM Publicité.

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Exposed: Thirty seconds with a marketing maven

As former president of Oland Specialty Beer Company, Labatt Breweries’ premium division, Doug Corbett learned a few things about Canadian beer drinkers. Most importantly, that they ‘care about where their beer comes from, how it’s made and how it’s served.’

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Drink beer, reduce the deficit

So you’re feeling guilty for downing all that beer at the holiday office party. Here’s something that will help put your mind at ease: you’ve actually been doing your part to keep the economic engine running.

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It’s all about Brazil

Molson Canada wants to make it abundantly clear that its A Marca Bavaria brand is Brazilian – and what could be more Brazilian than soccer? With the help of Montreal-based agency P2P Proximity Marketing, the brewer is organizing soccer tournaments this fall to take place in 10 Montreal bars.

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57% of Internet daters are female, 17% are married

Internet dating has exploded in popularity over the past two years and sites like Lavalife.com and Match.com are reporting hundreds of thousands of unique visitors daily.

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Les Hine, president, marketing and sales Ontario/West, Molson Canada, Toronto

Beer and shampoo are kind of alike, which is why Molson isn’t exactly a stretch for Les Hine, who spent 21 years with Procter & Gamble. Both are markets where ‘people are always anxious to try something new,’ he says. But truthfully, he adds, beer is a lot more like coffee, in that ‘taste preferences vary from province to province and even city to city.’

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The war on fat

As the battle intensifies, smart marketers are getting proactive with PR

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Beer brands cherry pick partners with high PR volume

Sponsored events can boost the brand image, even for people who aren’t there