MOLSON DRAFTED FOR OLYMPIC BASKETBALL TEAM SPONSORSHIP
By Adnews Staff
Montreal-based Molson Canada is promoting Molson Canadian's sponsorship of the Canadian men's and women's Olympic basketball teams with a friendly pick-up game between team players, comedian Mike Bullard, and Landy Cannon who appears in the new Molson Canadian television commercial "No Doot Aboot It." The pick-up game is part of a PR event being held today to announce the brewer's sponsorship as well as an upcoming in-case give-away promotion. From August 14 to September 8, specially-marked cases of beer called Team Canada Packs will include one of three collectible Canada Caps. If the hat is gold, the winner will qualify to take three friends to Sydney to meet members of Canada's national basketball teams. Molson is supporting its sponsorship of the teams and the contest with a 30-second promotional spot and a 15-second spot that has been paired with the 15-second follow-up spot to "No Doot Aboot It", in which Cannon has a beer with his "annoying American" co-worker. Additional promotion will include print ads in the Toronto Sun newspaper and Now magazine. Advertising for Molson Canadian is done by Bensimon Byrne D'Arcy of Toronto. Public relations for Molson are handled by Thornley Fallis Communications, also of Toronto.