Boxer Lager is a discount beer that endlessly aims to remain as the lowest legal price in Ontario. It’s available in all beer stores across Ontario but is still a little under the radar. The brand lacks a voice.

 

Objectives: Put the Boxer brand on the map and generate affinity among young goons (males, 19 to 25 y/o)
Brand Voice: Easy going, don’t take themselves too seriously

SMP: Doing what it takes to keep Boxer inexpensive
Big Idea: Help us help you