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CASE RELEVANCE
Break-through creative on a routinely-shopped brand/category that lead to reversal of decline and large growth.
THE CHALLENGE
In 2001, Kokanee faced image and relevancy issues with its core target.
Share was slipping yearly.
The assignment was handed over to Grip Limited to "turn things around". The challenge was to create a long-term, sustainable platform to leverage the unique Kokanee history, source and credentials.
THE SOLUTION
With those goals in mind, we created the "Ranger versus Sasquatch" campaign. It was an offbeat campaign that saw a Mountain Ranger constantly outwitted by a Sasquatch – with precious Kokanee always at the centre of every storyline. It was unique. It was B.C. It was the embodiment of the brand.
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The campaign was an immediate winner.
Now in year four of the campaign, the "Ranger versus Sasquatch" rivalry has become a major pop-culture force in Western Canada. Ranger and Sasquatch T-shirts are now worn proudly on either side of the Rockies. Last fall, we expanded the campaign to whole new media territory when we created the Kokanee Glacier Girl Search – where we searched for the next Glacier Girl to star in the 2005 TV commercials. The campaign involved a BC-wide open. And yes, the winner did appear in the TV campaign.
RESULTS
Since launching the creative campaign four years ago, Kokanee has enjoyed huge success throughout the West.
For the first time in 10 years, Kokanee saw volumetric and market share growth in its home market of BC.
Kokanee is truly an example of a brand campaign that resonates strongly with its core target, who continue to
reinforce that Kokanee really is "the beer out here".
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