MOLSON UNWRAPS RESPONSIBLE DRINKING HOLIDAY CAMPAIGN
By Adnews Staff
Montreal-based Molson Canada broke a new holiday campaign in Quebec on Monday in support of the brewer's responsible drinking program, "Si t'en prends, prends pas le volant" (Plan Ahead, Don't Drink and Drive). "This year, we're taking a humorous approach to spread the word about not driving if you've been drinking," said Monique Dépatie, community relations coordinator for Molson. Campaign posters from Publicite Sauvage featuring holiday visuals began appearing in downtown Montreal in mid-December. On Monday the campaign expanded to include washroom advertising through Montreal's Zoom Media. Postcards and posters displaying the headline "Perds pas la boule," which loosely translated means "Don't lose your head," will be seen in 170 bars and restaurants in the province. The holiday campaign, done by Eroos Communications of Montreal, will run until mid-January.