As one of Canada’s oldest independent breweries, Moosehead displays its patriotism proudly in its promotions. So when it came to forming strategies for campaigns on both sides of the border, we created designs that reflected the brand’s northern roots.
Our “text map” design on the Canada Day tall can recognizes regional idiosyncrasies while also provoking conversation and debate among Moosehead fans: What words do you associate with the provinces? Buyers of bottle cases were treated to typographical Canadiana on limited edition T-shirts, while beer drinkers in the U.S. were encouraged to “Trek North” with our carton design promoting a Canadian adventure trip contest.
Our Canada Day promotions supported Moosehead Lager’s largest market share period of the year.