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Drink Moosehead Beer - Help Free Bob

A few months ago, we wrote about some of the small Canadian breweries that go head to head with the big brands.

Moosehead Breweries Limited, Canada's oldest independent brewery, made big news recently when they came to the aid of a Canadian charged with the crime of selling a moose head to an American bar -- on eBay.
The story caught the attention of Moosehead Breweries' public relations director. Joel Levesque thought it would be great publicity for his company if it paid Procyk's legal defence.

The company created an online petition to "Help Free Bob," and has posted news stories and a Procyk family photo featuring the moose head on its website.

"We're a small company," Levesque said. "Two of our biggest competitors are multinational companies so, when you're a company of Moosehead's size, you have to be creative and innovative to get attention."
Moosehead's company website pleads, "Help free Bob."
Bob is a magnificent stuffed Moose’s head. Bob is currently in captivity -- being held by the Ontario Ministry of Natural Resources. Bob’s crime? His owner, Ken Procyk, tried to sell him to a bar in St. Louis, Mo. To read the complete story click here. Help us free Bob. Moosehead Breweries is helping Ken with his legal fees.
This is a brilliant marketing move by Moosehead Breweries, tying together its Moosehead Beer name with a viral marketing campaign for a real cause that supports the "little guy" against the "big guys" who just don't get it. Now, that's branding.
Posted by abnu on Thursday, June 08, 2006 @ 7:36 PM [ + ]

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