Molson, the Canadian brewing giant, has appointed HHCL & Partners
to handle the relaunch of its Molson Export brand in Canada, estimated
to be worth around dollars 25 million.
It is the first time Molson has hired a foreign agency to handle its
domestic business and HHCL will develop the strategy and creative for
the account in its London office. HHCL won the business without a
pitch.
Robin Azis, chief executive of HHCL, said: ’It is fantastic to have a
client of that scale ring you up out of the blue. This shows how you can
export great strategic thinking and great creative all around the world
- it doesn’t matter where.’
Molson hired HHCL in 1989 but the two parted company in the early 90s,
when Courage took over distribution for the brand.
The brand is Molson’s second biggest, and is one of the most popular
beer brands in Canada.
The company has appointed a local agency, Encore Strategic Marketing, to
develop below-the-line support for the brand.
HHCL created the ’Jim Dunk’ campaign for Molson in the early 90s. It
featured an overweight, balding man who went to great lengths to
dissuade people from buying the brand, which was supposedly imported in
small quantities.
Dan O’Neill, Molson’s chief operating officer, North American Brewing,
said: ’We are looking forward to applying HHCL’s fresh thinking and
creativity here in Canada.
’Molson worked with HHCL several years ago on the UK launch of Canadian
Lager and Molson Dry and we are looking to build on that success here at
home.’
