The Labatt's brands were faced with significant challenges. They needed to provide a national presence for the first time in order to expand distribution. They were outspent 15 to 1 by the major players. The category leaders had also acquired the rights to many of the major media franchise properties years, or even decades ago.We formulated the strategy that led to a new national television franchise position for the three brands with specific placements and weekly emphasis customised for each brand. We conceived the promotional elements and extensions for each brand and negotiated all placements and extensions to the programme.