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

Telus introduces #TheGivingEffect

Telecom hopes to inspire Canadians to give back with feel-good campaign

Transcontinental sells 13 newspapers, lays off 65 people

Challenging advertising conditions forces Montreal media giant to reevaluate

Medium.com has a message about community management

The content platform is a case study in user engagement for CMOs

Cossette wins Tourism Yukon

Agency's Vancouver office to handle strategy, creative and digital work

Airbnb’s Chip Conley wants to make room for other execs

Who better than a former hotelier to court the corporate traveller segment?

How CMOs can take action on deeper demographic data

Environics Analytics' research offers in-depth segmentation opportunities

Martha Stewart’s big, fat, marketing miss

C2 Montréal 2016's closing speaker kept her best secrets to herself

Ads You Must See: We all scream for Snickers

Snickers gets clever about online anger and unleashes a deafening scream

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge