Given the magnitude of the Molson Coors company, it was the case that the beer brand identity was fragmented. However, a new initative is on the horizon that unifies the alcoholic products under "one powerful narrative and cohesive new visual redesign."
Known as North America's oldest brewery, the shift in packaging and campaign techniques is an attempt to reach consumers in an easily recognizable and more personal way. Starting January 2019, the Molson Canadian, Molson Export, Molson Dry, and Molson Cold Shots will share distinctive packaging features that will also reflect the company's Canadian roots.
The new beer brand identity will be celebrated with the launch of a 'History Is In Your Hands' campaign that pays homage to seven generations of brewing.
Cohesive Beer Brand Identities
Molson Coor Canada Launches a Unifying, Brand New Visual Narrative
Trend Themes
1. Unified Brand Identity - Opportunity for beer brands to unify their identities and create a cohesive visual narrative.
2. Distinctive Packaging Features - Beer brands can differentiate themselves through unique packaging designs that reflect their company values.
3. Personalized Marketing Campaigns - Brands can connect with consumers on a more personal level by creating campaigns that resonate with their target audience.
Industry Implications
1. Brewing Industry - The brewing industry can explore unified brand identities to strengthen their market position and engage consumers.
2. Packaging Industry - Packaging companies can capitalize on the demand for distinctive packaging features that align with brand identities in the beer market.
3. Advertising Industry - The advertising industry can assist beer brands in developing personalized marketing campaigns that build emotional connections with consumers.