MOLSON BUILDS UP NEWFOUNDLAND BREW
By Adnews Staff
Toronto-based Molson Breweries is trying to get more young Newfoundlanders to drink its Black Horse beer. The brewer launched a Newfoundland TV campaign this week that uses a Newfoundland sense of humor. The ads centre around an elaborate beer roller device that personally delivers cases of Black Horse brew to beer drinkers in the province. The ads were created by Target Marketing & Communications of St. John's Newfoundland. "The total repositioning of the Black Horse image was essential in order to turn around a brand which was not only losing market share, but also was shown by research to have a limited appeal to the younger beer drinking market," agency creative director Tom Murphy says in a release.
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