Carling Beer in Canada is a cheap 'Buck-a-beer' product. The whole category just yells their price and how many you can get for that price. We wanted to provide guys with a better reason than that it's cheap. We positioned the beer as something 'your girlfriend will be cool with, because the money you're saving, gets re-invested back into the relationship.'

Guys bought it. And then they went out and bought it. 

We had a great client on this one, so good, that he got hired for a huge job at Coors Light. The next client in wanted to go a different direction - talk less about price and more about 'quality'. That lead to the 'Great Beer Decision Campaign'. My partner and I at the time even directed the 'Great Beer Decision Films' and won a few awards for them at the BESSIES - a Canadian Award Show.