MOLSON CANADIAN LAUNCHES IN-CASE PROMOTION
By Adnews Staff
Molson Canadian and specialty retailer Roots are undertaking a six-week in-case promotion in Ontario in support of the brand's I AM Canadian advertising campaign. The "I Am Canadian Gear at Roots" promotion involves a scratch and win ticket inside specially-marked cases of Molson Canadian. Consumers will have a one in five chance of winning a leather strap watch, a leather wallet or a vest. Winning tickets can be redeemed at any Roots store or by calling a 1-800 number. A 15-second television spot from Encore Encore Strategic Marketing of Toronto will support the promotion, which runs until July 31. That spot is running in conjunction with Molson Canadian's new "Anthem" television commercial. Advertising is being supported with public relations from Thornley Fallis Communications of Toronto.