In 2014 Molson Canadian was launched in the Republic of Ireland, the first time the beer had been sold outside North America since it was first launched in 1959. Walkers was appointed as a partner agency to deliver below the line (BTL) support and design services to deliver a brand committed to enjoying life, the great outdoors and a sense of adventure.
We were responsible for sales promotion, creating activity to run in both on and off trade venues to secure paid for trial of Molson Canadian causing interruption at the point of purchase and encouraging consumers to try something different and have a sense of adventure.
This could be anything from running promotions to win fantastic Molson Canadian bikes in the off trade and in the process creating highly visible displays in store. In the off trade, knowing the weather delivered in Ireland, we provided the opportunity to win a North Face Jacket essential for outdoors life on the Emerald Isle. For all activity we delivered suitable partners and engaging promotions.
Through design support we produced designs for sales presentations, infographics and trade press to assist in securing new accounts or increase volume of purchase. This is an essential role to help secure customer (bar and off trade owners) buy in and best positioning for Molson Canadian, essential for a new brand in the market.
Not only have we helped Molson Canadian become an established brand in the ROI market, we have been asked to support additional Molson products from their world beers portfolio. We helped to secure 350 Molson Canadian taps in ROI and the world beers portfolio grew by over 91% in 2015. Estrella Damm alone grew 63% year on year.