No monkey business

Article Abstract:

Molson's newest Canadian beer campaign featured a logo-less teaser, 30-second ad showing a cavernous workshop with rows of monkeys tapping on antique typewriters to music by The Einstein Brothers that tried to define all that is Canada. The "I Am" campaign, conceptualized by MacLaren McCann of Toronto, has been touted as a breakthrough in television advertising. The new concept has raised comments from some industry analysts who state that although the campaign is well branded, it denotes a change of direction for a brand that was very much an everyman's beer.

Beer & Other Malt Beverages, Breweries, Television, Advertising Activity, Campaign Launched, Campaign Themes, Malt beverages, Article, Molson

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Advertising as performance art

Article Abstract:

Procter and Gamble Canada (P&G) has created a live advertisement for its Liquid Cheer brand to get close to consumers and entertain them. Scheduled to run from May-Jun 2000, the performance advertisement involved nine troupes of actors appearing at retail stores throughout Canada and performing four of the two-minute skits an hour. Win Sakdinan, P&G's public affairs manager, said he would qualifty the effort to be a success, while the company is still assessing the results of the advertisement.

Soap and Other Detergent Manufacturing, Detergents, Procter and Gamble Canada

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Fending off the big-city bullies

Article Abstract:

Small-town daily newspapers in Toronto, Ontario, are getting more creative in their strategies to succeed in the market dominated by city publications. Small-town dailies can take advantage of the opportunity to lure local advertisers with their lower rates. These dailies also face the challenge of competing with Toronto dailies and national newspapers, which are generally favored by advertisers seeking to reach the smaller markets.

Marketing procedures, Newspaper Publishers, Newspapers

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