The Hopkins Brewery is expanding to Ottawa, Montreal, and Vancouver. They need an advertising campaign to introduce their brand and acquire new customers in these cities while staying true to their core values. The campaign will target younger professionals and students aged 19-35 who enjoy unique craft beers. It will tell the story of Hopkins Brewery's traditional brewing process to highlight their unique flavors and create excitement around experiencing special moments with their richly tasting beers. The campaign will use lifestyle and emotional messaging across TV, social media, print, and in-store displays and sampling over 2017-2018.

1. CREATIVE BRIEF Docket # 01
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Client: The Hopkins Brewery
Product: Selection of Craft Beer
Date 10 February, 2017
Prepared by: Serhii Hryb – Brand manager – The Hopkins Brewery____________
Serhii.hryb@hopkinsbrewery.ca
Submitted to Kathryn J. Flaubert – Executive director of Environics Analytics____________
Kathryn.flaubert@environicsanalytics.ca
Purpose of the Brief
The Hopkins Brewery is going to expand to 3 new locations in Canada (Ottawa, Montreal,
Vancouver) and for successful rolling launch campaign needs to be supported by advertising
and promotion.
Problem Statements
We need to expand to 3 new cities with appeal to the local differentiated target audience
without change in brand core values.
We want to create excitement about our product and acquire new customers.
Situation Analyses
The Hopkins Brewery was founded in 2003 in downtown Toronto as a small local brewery,
since than it has grown into multi-million-dollar business. From 2010, Hopkins Craft Beer
has also been available at all major liquor and beer retailers across southern and southwestern
Ontario. Now it is time to expand beyond Toronto and set own sights on Vancouver, Ottawa
and Montreal
Target Audience
o Primary target group: Consumers aged 19-35, beer drinkers who are looking for the
unique beer with rich taste. Most of them are younger professionals enjoying a few
beers after work and university or college students taking a break from studying. They
love to taste new flavor profiles of craft beer.
o Secondary target group: Consumers aged 35-55, beer drinkers who are looking for
the unique beer with rich taste. They have a sophisticated palate and drink beer for its
great flavors rather than gating drunk. They love to pair beer with food while enjoying
family dinners at home.
Marketing Objectives
1. Launch the Hopkins Brewery brand into the selected primary target market achieving
50% brand recognition.
2. To make new satellite breweries profitable within 1-year of opening.
3. Hopkins beer to become one of the top 5 sellers in the craft beer category in the retail
space of the new market within 1-year of launch.
Single Most Persuasive Message
Traditional recopies of brewing craft beer makes Hopkins beer unique with the
mouthwatering flavor profile. Its rich taste contributes to the sensation of really special
moments.
Position Statement
For those who value real taste and flavor of traditional craft beer, proudly brewed by Hopkins
family for friends to enjoy with delicious food or on its own after hard working day.

2. CREATIVE BRIEF Docket # 01
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Creative strategy
Lifestyle, emotional, positive, emotional, social, nostalgic.
Creative execution
o Storytelling through dramatization aimed to persuade customers to try reach teasing
craft beer.
o Emotional images, animations, music, videos.
Competitive profile
o Steam Whistle Brewing, Toronto, Ontario, Canada. The company produces a
premium pilsner lager packaged in distinctive green glass bottle. Popular around
Canada. Strong brand recognition among customers.
o Muskoka Brewery, Bracebridge, Ontario, Canada. The company manufactures a line
of beers, including Cream Ale, Mad Tom IPA, Dark, Craft Lager, Detour and the new
Muskoka Shinnicked Stout.
o Creemore Springs, Creemore, Ontario Canada. The company manufactures premium
lager and lager brewed with darker malts, brewed with fire under the kettle. It is
known for not using preservatives during the brew process.
Brand Character
A sophisticated, energetic and open-minded person who value life with great taste. An
intelligent and optimistic person with love to the joyful pastime. This person cares about
lifestyle and needs something to be happy with.
Media Strategy
TV, free sampling and customer build displays in LCBO, printed ad., social media.
Mandatories
o Hopkins Brewery logo
o Brown and yellow colors should be used in all promotions
o Hopkins Brewery bottle shape
o English, French and English/French version of advertising according to the area
Budget
Total budget: $ 1,500,000
Media: $1,200,000
Free sampling and customer build displays: $ 300,000
Agency commission system – 15% of media based space cost plus benefits proportion to over
sales.
Geography
Advertising campaign will first be lunched in Ottawa and Vancouver and 6 months later in
Montreal. All of the materials should be provided in local language preferences (English,
French, English/French) according to the aria.
Timing
o February 15, 2017 – first meeting, creative brief overview with Environics Analytics.
o March 15, 2017 – presenting rough version of IMC plan to marketing team and sales
department of Hopkins Brewery.
o April 1, 2017 – advertising campaign starts in Vancouver and Ottawa (test markets)
o October 1, 2017 – advertising campaign starts in Montreal