MOLSON INTRODUCES RICKARD'S PALE
By Adnews Staff
Montreal-based Molson is promoting a new variety of the Rickard's brand of beers, Rickard's Pale. The India Pale Ale-style beer is slightly lighter in colour then the Rickard's Gold, which was released last year. The original Rickard's Red was introduced in 1985. The new beer will be available in Ontario, Quebec and Western Canada. Rickard's Pale will also be incorporated into the company's "A Shade Different" advertising campaign, created by Taxi Advertising and Design of Toronto. The campaign, which is currently running in Ontario and Western Canada, uses a combination of billboards, transit and on-premise ads.
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