MOLSON BEGINS HOUSE PARTY PROMOTION
By Adnews Staff
Montreal-based Molson has undertaken a promotion called the Molson Canadian House Party. The initiative will conclude with a cottage party on August 8 featuring a live performance by rock group the Red Hot Chili Peppers. Consumers can win an invitation to the party by listening to partner radio stations, by finding a black can or bottle in specially marked cases of Molson Canadian and Molson Canada Light, by participating in on-premise contests, or by attending one of seven regional House Parties in Ottawa, Toronto, Vancouver, Sudbury, London, Regina and Edmonton during June and July. One winner and guest from each regional party will attend the House Party event in August in the Kawartha's in Ontario. Radio advertising for the contest began on Monday. Television advertising will break on May 6. The House Party concept, the supporting advertising and the packaging were created by Encore Encore Strategic Marketing of Toronto. Public relations for Molson are handled by Thornley Fallis Communications, also of Toronto.