Molson expands Rethink relationship with Creemore

This story was updated at 5 p.m. on March 6, 2014 With strategy in hand, beer maker moves to grow its business in Ontario and Quebec Molson Coors Canada has moved its Creemore Springs beer brand and its affiliated Mad & Noisy label to Rethink. The account moved without a formal review. The agency currently […]

This story was updated at 5 p.m. on March 6, 2014

With strategy in hand, beer maker moves to grow its business in Ontario and Quebec

Molson Coors Canada has moved its Creemore Springs beer brand and its affiliated Mad & Noisy label to Rethink.

The account moved without a formal review. The agency currently oversees two of Molson Coors’ large-scale beer brands: Molson Canadian and Rickard’s.

The Creemore Springs account formerly resided with Toronto agency Cleeansheet Communications, a relationship that Karen Gaudino, director of marketing at Creemore Springs, called “fabulous.”

When Cleansheet came on board in 2012, Molson “hadn’t done a lot of work on the brand. We were looking for strong strategists and that’s what [Cleansheet] really delivered on for us,” Gaudino said. “Moving forward into activation, we felt that Rethink might be able to bring more to the table for us.”

Molson also saw benefits to housing the Creemore account with an agency already working on other brands, she said.

The strategy developed by Cleansheet was meant to differentiate the product within the craft beer segment – one of the industry’s strongest growth areas.

“As the craft category has exploded, everybody has the same functional benefits of being ‘fresh’ and ‘local,’ having good ingredients and good brewing. [Cleansheet’s] insights were about tying the emotional value of what our brand stands for to our drinkers.”

Caleb Goodman, partner and managing director at Rethink, told Marketing he doesn’t expect a “dramatic” change in how the beer is marketed in the short term, but did say the brand has set “ambitious” sales goals, “and we’ll be taking some actions to achieve those.”

Gaudino also said Creemore Springs is considering a packaging “refresh.” It currently works with Jump Branding & Design, an agency that, alongside Cleansheet, contributed packaging and branding concepts that won 10 medals at the 2013 World Beer Championships Packaging Competition.

Creemore, named for the Ontario town where it’s brewed, is available in several provinces, but Ontario is by far it’s strongest market. Gaudino said growth for the brand will likely come from Ontario and Quebec. New work is expected in the early summer.

Advertising Articles

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

IPG’s Magna report predicts ad spending will slow in 2017

Next year's projected 3.6% growth is the lowest since the 2008 recession

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

A new leadership team for Publicis Montreal

FCB president Rachelle Claveau and LG2 creative director Sylvain Dufresne will take the reins at the office

Quaker shows the rest of the picture

New social campaign shows what's missing from those "perfect" Facebook photos

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Dentsu Aegis acquires S+E Sponsorship

Sports and entertainment consultancy will be rebranded as MKTG

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture