MOLSON ENCOURAGES RESPONSIBLE DRINKING WITH HOLIDAY CAMPAIGN
By Adnews Staff
Montreal-based Molson Canada will deliver a message about responsible drinking during the holiday season with another rounf of a campaign called "Perds pas la boule" (Don't lose your head). The campaign is part of the brewer's responsible drinking program initiated in 1989 called "Don't Drink and Drive." The holiday campaign was created by Eroos Communications of Montreal and first ran last year. The creative displays a Molson holiday ornament and the "Perds pas la boule" message. Running until January, the campaign will appear on roughly 150 bus shelters and on 80,000 Pop Media postcards distributed through about 350 Quebec restaurants and bars. "The campaign has proven to be a resounding success. Although the message is steeped in humour and the slogan simple and to the point, there can be no misunderstanding about Molson's philosophy on drinking and driving," said Monique Dépatie, who is responsible for the "Don't Drink and Drive" program. "The campaign clearly underscores to consumers just how important it is to drink responsibly during this upcoming period of holiday celebrations."