MOLSON CANADIAN PROMOTES MINI-KEG
By Adnews Staff
Montreal-based Molson is promoting the introduction of a mini-keg called Bubba with a new television commercial. The Bubba is a 5L keg that holds the equivalent of approximately 14 bottles of beer. The product was introduced in Quebec in December. Molson began rolling it out in Alberta and Ontario in mid-April. In the new television ad a guy shows up at his friends' apartment with a large slab of meat. The friends go to a beer store to pick up a Bubba. The group then has a backyard barbecue. Thirty- and 15-second versions of the ad, created by Bensimon Byrne D'Arcy of Toronto, will be supported with special events and online contests during the summer. Public relations for Molson are handled by Thornley Fallis Communications of Toronto.