MOLSON PROMOTION PUTS OLYMPIC MOMENTS ON T-SHIRTS
By Adnews Staff
Montreal-based Molson has begun a new in-case promotion involving Team Canada's gold medal wins at the Salt Lake City Olympic Games. The "2002 Gold Medal Edition" promotion includes six T-shirts which display images and phrases commemorating the medal wins. The Molson Canadian logo and the tagline "It's a Canadian Game" appear with copy such as "GOld Team Canada Gold" and "Can 5 - USA 2". The promotion began in Ontario on May 12 with Molson Get2Gether packs. The effort will begin on June 3 in Alberta. The T-shirts will be included in 18-bottle cases of Molson Canadian, Canadian Light and Canadian ICE. The T-shirts will also be distributed in 18-bottle cases of Canadian and Canadian ICE in Saskatchewan and in 18-bottle cases of Canadian in Manitoba. Radio advertising supporting the promotion will begin next week. Print ads and television billboards will break during the first week of June. Created by Bensimon Byrne D'Arcy of Toronto, the advertising will use the Molson Canadian tagline "I am Canadian." Public relations for Molson are handled by Thornley Fallis Communications of Toronto.