To develop a beer brand that would be competitive in the Domestic Premium category and bestow a positive halo effect on all other Great Western brands in the portfolio.
From a competitive point of view, industry consolidation had created an opportunity to develop a beer brand that delivered on category taste expectations and resonated with Western Canadian domestic premium beer drinkers more wholeheartedly than the current offerings. Great Western wanted to introduce a brand that would fill this opportunity with as minimal cannibalization as possible from their mainstream offerings.
We were also faced with budget constraints – needing to make a huge impression to break through the industry clutter armed with only a fraction of the budget of the multinationals.
Great Western Brewing Company itself has an incredible story and Original 16 Canadian Pale Ale was born to pay homage to that history.
Original 16 celebrates the spirit, determination, and commitment to quality of the original 16 founders. When the previous owners made plans to close the brewery over twenty years ago, 16 employees banded together, and risked it all to keep a Great Western Canadian brewing tradition alive by brewing the best beer possible.
Some beers have a story. This one has a legend. This message is the driving thought behind the campaign launch. When you have a brand story as engaging and compelling as Original 16 has, it is best to keep it simple and be authentic. Validated by our market research, our audience loves the story, supports what it stands for, and is emotionally engaged by it.
As a result of a brand story that resonated with the marketplace, Original 16 has added significantly to the company revenue, profit, and margin as well as had a positive impact on employees and the business community. We exceeded our first year volume goal within 6 months, and within 12 months have already captured the leas position as best selling domestic premium brand in its home providence. As the Director of Marketing says, “The strategy, design, creative, and execution have been the highest calibre, and collectively have helped make Original 16 the most successful launch in the company history.”
|Original 16 Radio Spot: Believe||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Believe-FINAL1.mp3|titles=Original 16 Radio Spot: Believe]|
|Original 16 Radio Spot: Moment||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Defining-Moment-FINAL.mp3|titles=Original 16 Radio Spot: Moment]|
|Original 16 Radio Spot: Enjoy||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Enjoy-FINAL.mp3|titles=Original 16 Radio Spot: Enjoy]|
|Original 16 Radio Spot: Head to Head||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Head-To-Head-FINAL.mp3|titles=Original 16 Radio Spot: Head to Head]|
|Original 16 Radio Spot: Risk||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Risk-FINAL.mp3|titles=Original 16 Radio Spot: Risk]|
|Original 16 Radio Spot: Taking a Chance||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Taking-A-Chance-FINAL.mp3|titles=Original 16 Radio Spot: Taking a Chance]|
|Original 16 Radio Spot: Tough Choices||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Tough-Choices-FINAL.mp3|titles=Original 16 Radio Spot: Tough Choices]|
|Original 16 Radio Spot: Tough Job||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Tough-Job-FINAL.mp3|titles=Original 16 Radio Spot: Tough Job]|
|Original 16 Radio Spot: Uncertainty||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Uncertainty-FINAL.mp3|titles=Original 16 Radio Spot: Uncertainty]|
|Original 16 Radio Spot: Unparalleled||[audio:http://www.stbernadine.com/wp-content/uploads/2012/05/GWB-O16-Radio-Unparalleled-FINAL.mp3|titles=Original 16 Radio Spot: Unparalleled]|