Molson Coors Rebrand 

For this project, I was responsible for Research, Graphic Design, and Mockups.

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As a term project at the University of Waterloo, my team and I were tasked with researching a company and developing a marketing campaign for them. Our team decided on Molson Coors and researched North America's beer and liquor industry. We Created a S.W.O.T. analysis of Molson Coors and their competitors and compared our findings with the economic and social trends of their target demographic. With this information, we developed and prototyped a limited-release line of craft beers. The goal was to reconnect with the younger generation of  Canadian beer drinkers (25 - 30) who tend to ignore the big brands and prefer the experience of small-batch craft beers with distinct flavour profiles. This resulted in the development of four beers (one for each corner of our country) and a fully fleshed-out marketing strategy and campaign, complete with budget and advertising. By marketing this product with the tagline "Taste Canada" we aimed to capitalize on national pride as well as the appeal of something unique. This was then presented to a panel of the University of Waterloo professors and industry partners.