BEER BATTLE BREWING
By Adnews Staff
Montreal-based Molson Breweries thinks there's something skunky about Ontario advertising for Toronto-based Labatt Breweries' Kokanee beer. To prove its point, Molson began running print ads in select Ontario markets last week claiming Labatt's Ontario advertising for Kokanee is misleading. Kokanee, a long-time favorite of BC beer drinkers, launched in Ontario with much fanfare several weeks ago. Molson says the use of shots of BC and statements such as, "BC's mountain beer," in Kokanee's Ontario campaign lead Ontario beer drinkers to believe the beer is brewed in BC, when it is actually produced in London, Ont. Dave Minnett, Molson's marketing vice-president for the Ontario and Atlantic regions, told Adnews independent surveys commissioned by the brewer revealed 80% of Ontario beer drinkers believe Kokanee is brewed in BC The direct response portion of Molson's ad, asking beer drinkers to call Molson's if they feel they've been misled, has gotten many complaints, Minnett says. However, Labatt spokesperson Bob Chant claims Molson's ads are just a case of sour hops. He says Labatt has made it clear in its advertising, press releases and bottle labels that Kokanee is brewed in London. Molson is complaining only because Kokanee is doing extremely well in the Ontario market, Chant says. Minnett says Molson will continue to run its print ads until the message about Kokanee's advertising is out. The campaign may also expand into radio, he added. MacLaren McCann Canada Inc. of Toronto is handling the Molson campaign.