MOLSON BEGINS IN-CASE EXPORT PROMOTION
By Adnews Staff
Molson began a new in-case promotion last week called Molson Export Best Seats in the House during which beer drinkers can win tickets to sporting events in Toronto. This includes Maple Leafs, Raptors and Rock games, plus the Molson Indy and several World Wrestling Federation events. The promotion is running in Ontario within a 75-mile radius of Toronto. Scratch tickets have been packed in specially-marked cases of 12 or 24 Molson Export. A winning card means four tickets to a particular game or event. A multimedia advertising campaign consisting of television, radio, print and washroom advertising will promote the contest. The TV and radio ads feature "Dwayne" and "Bob," two characters from the brand's "Had EX Today" campaign. In a 30-second TV spot called "King Dwayne" Dwayne tests the lengths to which his friends will go to get one of his tickets. In a 30-second radio spot called "Working it Out" Dwayne asks his friends to settle a similar dispute through Thai kick boxing. The radio ad broke on March 18. The TV ad will follow on April 1. On-premise promotions will also run throughout the summer. The television commercial was created by hhcl partners of London. The radio and print ads, the in-store materials as well as the scratch tickets and special packaging were created by Encore Encore Strategic Marketing of Toronto. Public relations for Molson are handled by Thornley Fallis Communications, also of Toronto.