Advertiser: Les Brasseurs du Nord inc.
Section I — Case Parameters
Business Results Period (Consecutive Months): October 2016 – July 2017
Start of Advertising/Communication Effort: October 2016
Base Period as a Benchmark: October 2015 – July 2016
Geographic Area: Province of Quebec
Budget for this effort: $200,000 – $500,000
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
Generating growth in a declining industry in never easy. Doing it with a budget that's a fraction of the competition's is even tougher. But doing it for a brand that's 30 years old, dusty, inactive for years and not even seen as an option for consumers demands a special level of effort. And yet that's what Boréale, the Quebec microbrewery founded in 1988, has succeeded in doing. The bear has truly awoken from hibernation.