Summer's back and so is our annual edition of beer wars. Reminiscent of the hip hop wars between Tupac and Biggie, this year's matchup has the East Coast throwin' down against the West Coast. It's Keith's versus Kokanee and here to break down this battle of the nationally-available brews is Justin Kingsley, VP special operations at Montreal-based Bleublancrouge and Sharon MacLeod, brand building director, Dove and skin care at Toronto-based Unilever Canada.

From the Westside: Kokanee

Ding dong, the Ranger's dead. That's the reality Kokanee had to face when it was developing a response to last year's "Ranger Live or Die" effort. How fitting that the new positioning focuses on living in the moment and enjoying life to the fullest - an attitude that consumer insight told the brand was a key component to the active western Canadian lifestyle.

"We developed it absolutely with our target consumer in mind," explains Richard Fortin, national marketing manager for Kokanee. "Kokanee's a brand that's adventurous, lively, youthful, exciting, from B.C.'s mountains, and 'It's all About Now,' brings that to life."

The new push is delivered with a 30-second TV spot (airing only in Western Canada) also appearing in cinemas, online ads including 15-second video pre-roll and a redesigned website, Kokaneebeer.ca. The creative by Toronto-based Grip is an idealized, visceral depiction of the western Canadian lifestyle, shot from the viewer's POV.

Kokanee also updated its packaging with help from Kokanee drinkers and beer enthusiasts who had their say via Facebook. Three shortlisted options were put up on the brand's fan page and elements from the resulting fan feedback were incorporated into the final design.

From the Eastside: Alexander Keith's

Keith's newest campaign has the brand doing something different, leaving behind the Maritime Man and the talking bust, to get back to consumer insight basics. Determining that authenticity is what's relevant to consumers these days, and borrowing from the idea that Alexander Keith held true to his beliefs when it came to brewing beer, Keith's came up with its new "Hold True" positioning.

"We're not so focused on getting the laughs as we are with generating the emotional bond with the consumer," explains Jamie Humphries, marketing director for Alexander Keith's. "And I think on that level this campaign is working the hardest."

The creative, which was developed by Toronto-based Publicis, is centred on two 15-second TV spots that focus on gents who'd rather stay true to themselves through simple choices like refusing to pop their collar in an attempt to look cool or acting like "Mr. Popular" by talking on their cell phones at the pub.

On top of online video, static ads and cinema spots, this new Keith's effort includes a refreshed, more contemporary look to its packaging that still holds true to the brand's heritage. Keiths.ca was also redesigned to reflect the new packaging and positioning while focusing more on the story of Alexander Keith and the variety of Keith's beers.