Testimonial: Afexa Life Sciences

“Finding and working with Don was a wonderful experience and everyone involved was extremely pleased with the outcomes. Don brings a wealth of experience and applied it to get into the minds and hearts of a completely new category for us. His global CPG background is a skill set unique in the Edmonton district. Conducting consumer market research outside of Toronto, Montreal, & Vancouver breaks the traditional CPG mould and gave everyone a sense that we were getting fresh insights.”

Timothy Lee

Director, Marketing Innovations

Afexa Life Sciences (Cold-FX), Canada

Coors Light Flashback

Recently in Canada, Coors Light overtook Budweiser to become the number one selling beer in the land. This amazing fact (amazing because domestic brands Blue and Canadian held this cherished territory for years) led me to dig into my creative vault and want to share the TV creative that started the shift to the current mountain lifestyle position that Coors Light in Canada still sits with today.

You see in the early 1990's Coors light was being consumed by many but few were admitting to it. The brand had a yuppie image that was no longer relevant to the larger group of drinkers that just liked the silver bullet because it was easy to drink and left them clearer to get on with living life...an active outdoor life. So the ad agency FCB Toronto, where I worked as an account director on Molson brands, including Coors Light, led a repositioning plan with the great brand team at Molson and an amazing insight firm from San Francisco called Tattoo.

The video below was the launch work we developed for the first two years of the campaign that began to reposition Coors Light in line with its mountain heritage and the powerful Canadian beer drivers of boldness and refreshment. Clearly the position was relevant then, and remains so today.

Testimonial: Servus Credit Union

“Don provided good insight into progressing our marketing department through excellent facilitation of "ideation" sessions with the team as well as one to one interviews. His marketing acumen is rich and he offered a knowledge base and expertise that added credibility to our process.”

Gail Stepanik-Keber
CMO
Servus Credit Union