MOLSON PLANS GOLD MEDAL PROMOTIONS
By Adnews Staff
Montreal-based Molson has plans for a number of promotions related to the gold medal victories of Canada's men's and women's hockey teams. In the coming weeks the brewer will include gold-coloured collector caps and cans in cases of Molson Canadian, the official beer of Team Canada. Molson will also make use of interviews with players and Canadian Hockey Association executives following their victories in upcoming Molson Canadian hockey broadcasts. Already on-air is a 15-second television spot tied to the gold medals created by Bensimon Byrne D'Arcy of Toronto. Called "Coasters", it depicts a bartender putting a bottle of Molson Canadian in the centre of three piles of coasters that have been arranged to resemble a medal podium. Molson is also running congratulatory messages on its pixelboards in Toronto and Barrie. During a ceremony on June 19 at the Hockey Hall of Fame, Molson president and CEO Daniel O'Neill will present a cheque for $1 million to Team Canada. The "Molson Million for Gold" campaign involved a pledge by the company to donate $500,000 to the men's and women's team if they won gold at the Winter Games.