MOLSON PROMOTES TEAM CANADA
By Adnews Staff
Montreal-based Molson has begun a new campaign in support of Team Canada's men's and women's hockey teams. The campaign, called "Go Team Canada Go", includes an in-case giveaway and national in-bar activities. The giveaway consists of four Molson Canada "Go Team Canada Go" T-shirts and collector cans or caps in cases of Molson Canadian and Molson Canadian Light. The T-shirts display logos from four moments in Team Canada's past: 1924, when Canada won the Olympic gold medal; 1987, when the team became Canada Cup champions; 1994, when Canada won the gold for the first time in 33 years at the World Hockey Championships; and 2002, when the team is hopeful of winning the gold medal. In-bar activities will be held at designated "Official Team Canada Headquarters" beginning in mid-January. The campaign will include television advertising from Toronto's Bensimon Byrne D'Arcy and a national tour by Dale Hawerchuk, a member of the 1987 Canada Cup team. Hawerchuk will visit a number of cities with the intention of getting Canadians geared up for the Salt Lake City Games in February.