PGC Gives Moosehead New 'call' Of The Wild

DALLAS: PGC Advertising here has launched the initial phase of a $5.5 million campaign for Moosehead Canadian Lager as the brew’s new domestic distributor, The Gambrinus Co. of San Antonio, more than doubles previous ad support.
With the tagline “Heed the call,” Moosehead is seeking to reposition the brand into its perceived “great outdoors persona” that Gambrinus uncovered in research in six markets. The multifacted creative push by PGC and Gambrinus will encompass the remainder of 1997 and all of 1998.
Print work will inaugurate the new campaign, with television and radio following later this month.