MOLSON ASKING "HAD EX TODAY?"
By Adnews Staff
Montreal-based Molson Canada is encouraging male beer drinkers in the 19-29 year age group to pass on having sex in its new Molson Export ad campaign. According to the brewer, the campaign takes an untraditional approach and uses a form of tongue-in-cheek humor to ensure male beer drinkers have a balanced lifestyle, leaving plenty of time to get together and have an Ex. The "Had Ex Today" campaign features a series of situations where a group of male friends talk about avoiding the "chore" of having sex so they are free to go out with the guys for a few beers. Print and television advertising began running last week with radio to follow. The first week of October Molson will launch the campaign's Web site component at <http://www.hadextoday.com> where viewers can preview the ads, watch out-takes and provide feedback and comments. Advertising for Molson Export is done by hhcl of London.