Monday, May 31 - 2:00 - 2:45 pm
How Molson Canadian got its Mojo Back
Since reaching its pinnacle over eight years ago, behind its iconic “I AM Canadian” campaign, the Molson Canadian brand had been adrift, searching for a route back to its immense popularity. It turns out that the answers they were seeking were right under their feet. By excavating past research and dissecting consumer emotions, feelings and relationships with the brand, Molson Canadian has rediscovered its soul with its new “Made from Canada” platform. Learn from Molson Coors and Hotspex how a simple organizing idea and a global sporting spectacle helped Molson Canadian renew the interest of Canada’s beer drinkers.
Molson Coors Canada
Debra Kavchak-Taylor is currently heading up the Consumer Insight team at Molson Coors Canada. Debra is passionately focused on ensuring that consumer-driven, fact-based knowledge forms the basis for decision making across the company’s portfolio of extraordinary brands. Debra brings to this role over eight years experience at Molson Canada, including two years in Marketing Innovation, and four years leading Marketing Research for the Molson Canadian brand.
Debra has a combined Honours degree in Sociology and Visual Arts from the University of Western Ontario, and a degree in Consumer Marketing Strategy from the Kellogg School of Business.
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