RICKARD'S RADIO CAMPAIGN BREAKS IN QUEBEC
By Adnews Staff
Montreal-based Molson has begun its first Quebec radio advertising campaign for the Rickard's group of beers this week. The product line includes Rickard's Red, Rickard's Gold and Rickard's Pale. The campaign consists of five radio ads using the tagline "The taste that speaks for itself." A teaser spot broke last week to introduce the Rickard's ballad used in the ad which began running this week. As the campaign continues, different versions of the song, inculding reggae and country variations, will run. The campaign was created by Montreal-based Taxi and will run on English and French stations in Montreal and Quebec City until June.
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