Molson Canadian By Jillian Herrington Jessica Norman Bonny Shaw.

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Presentation transcript:

Molson Canadian By Jillian Herrington Jessica Norman Bonny Shaw

History John Molson founded Canada's oldest brewery in Canada's oldest consumer brand names North America's oldest beer brand.

History Molson operates six breweries across the country Invests in various charitable initiatives and sports and entertainment sponsorships. Part of Molson Coors Brewing Company which was formed by the 2005 merger of Molson and Coors. Major markets include Canada, the UK and the USA.

Timeline 1788: Brewery produces 258 hogsheads of beer (13,932 gallons). 1800: First use of glass bottles. 1807: First Molson ad appears in "Canadian Courant" and runs for 30 consecutive weeks. 1889: Average wage in brewing department is $1.10 a day. Brewmaster, John Hyde received $2.00 a day 1961: 175th Anniversary; $106.2 million in sales in this year. 1989: Molson Breweries merges with Carling O'Keefe becoming Canada's largest brewer and the fifth largest brewer in North America.

Timeline 2000: Molson restructured its United States business through a buyback from Miller Brewing Company and Foster's Brewing Group, subsequently entering a partnership with Coors Brewing Company -This ensures the marketing and sale of Molson brands in the American market. -Molson became major shareholder of the partnership with a 50.1% ensuring continued ownership of the brand in the United States. 2001: Molson contributed $2.5 million to become a major founding partner of the Vancouver Whistler 2010 Bid Committee.

Television Advantages Creativity and Impact Captivity and Attention Flexibility Mass coverage High reach and low cost per exposure Sight, sound, motion Favorable image Disadvantages Fleeting Message High absolute cost High production cost Low Selectivity Clutter Distrust Limited attention (zipping and zapping)

Humor Appeal Pros Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counter-arguing Cons Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May wear out faster than non-humorous ads

Bibliography Heritage.aspx Heritage.aspx Heritage/MolsonHistory/1700.aspx Heritage/MolsonHistory/1700.aspx Heritage/MolsonHistory/1800.aspx Heritage/MolsonHistory/1800.aspx Heritage/MolsonHistory/1900.aspx Heritage/MolsonHistory/1900.aspx Heritage/MolsonHistory/2000.aspx Heritage/MolsonHistory/2000.aspx