Journal / Moosehead Lager TTC Takeover

Moosehead Lager TTC Takeover at Yonge & Bloor

Moosehead Breweries had a big summer, marked by the first significant change to the iconic Moosehead Lager brand in over a decade. The identity update also included packaging and communication initiatives including a takeover of Canada’s busiest subway station at Yonge & Bloor. With multiple floors and 250 unique pieces, this was one of the most ambitious takeovers ever done at the station. The objective was to showcase the new branding and package design to help consumers ease into the transition, but also to highlight key messages about the brand and its heritage. Messaging also directed consumers to convenient retail opportunities only steps from the station exits.

Each level of the station presented unique challenges, including odd sightlines, formats and infinite possibilities for placement. Of the 200 unique creative pieces, there were multiple ‘pillars’ that included pieces such as posters, digital boards, wall murals, infrastructure (fare booth or turnstiles), stairways and more.

The program was in market for 4 weeks and was one of many communication activations around the city. We also executed a robust out-of-home campaign preceding the station takeover to increase familiarity with the new brand and packaging and to remind consumers that Moosehead has always been a fan favourite for summer beer drinking. And even more relevant than ever now that most mainstream Canadian beer brands are foreign-owned, making Moosehead a true Canadian treasure. Get some!

You can see the full product lineup here.