Media > Target Audience
MOLSON TWIN LABEL TECHNOLOGY
CRISPIN PORTER + BOGUSKY, Miami / MOLSON / 2003
Awards:
Overview
Credits
Overview
Audience
Our research showed that Molson's category is not really beer, but rather fashion or male cosmetics. Our target (males 21-27) uses beer the way they use fashion accessories – to make themselves more attractive. Our job was to make the Molson label a comfortable and cool label to order and carry around the bar. We needed to create awareness of 'Twin Label Technology' at the point of sale (on-premise), near the point of sale (particularly in those party areas where distribution was relatively low), and away from the point of sale in targeted media environments (to drive demand and increase distribution).
Execution
At Crispin Porter + Bogusky, our approach separates the distribution aspect of media vehicles from creative format, resulting in a collaborative process based on creative ideas rather than traditional practices. That makes it difficult to isolate exclusive media contributions. Those that we can include: recognizing and evaluating the bottles as media vehicles, which convinced Molson to invest in the idea; finding and creating outdoor media opportunities to bring the 'Twin Label' concept to street level in party areas; and working with local distributors and radio stations to create strategic 'Twin Label' promotions. But, as always, it was a team effort.
Idea
It’s special because it turns the typical beer communication strategy completely around. 'Twin Labels' make our package an immediate communication asset rather than a 'blank slate' liability that requires enormous investments in time and money to become the fashion statement the target consumer craves. 'Twin Label Technology' effectively increased our budget 50+% by recognizing that, if you’re trying to reach young guys in bars, beer bottles are exceptional media vehicles. We also invented media opportunities in party areas by getting unaffiliated businesses to display window clings. This plan expands the boundaries of media and sells Molson; certainly a winning combination.
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