Stem the decline in consumption and drive purchase of a craft/wheat beer made in Canada, for Canadians. This should be done via providing information leading to an insight for new creative territory/positioning, as well as an eventual brand strategy/tone of voice/personality. This new creative insight should reposition the brand which is currently perceived as traditional/"boring", and "safe".
The report should drive this goal by providing three things. First, the report should provide case studies of beer brands that have changed their positioning to have a positive impact on sales. Additional attention should be paid to case studies that demonstrate a quirky/out of the box campaign that cuts through. Second, the report should provide information that answers the question as to why people drink beer and why they drink wheat beer in particular. Third, the report should analyze what messaging best connects with 19- to 35-year-old male beer drinkers.