MOLSON RETURNS TO WINNING SOUNDS PROMOTION
By Adnews Staff
Montreal-based Molson has brought back its Molson Dry Winning Sounds summer promotion. The brewer has held the annual initiative in Quebec for eight years. The promotion, which will begin this week, involves musical caps inserted in specially marked cases of Molson Dry. The top prizes are three expense accounts of $5,000 per month for a year. A new 30-second television commercial promoting the Winning Sounds contest was released on English- and French-language channels in Quebec this week. The spot was created by Cossette Communication-Marketing. A radio contest began on June 3. It will run until June 14. Listeners can follow on-air developments and hints to identify, "the guy with the Molson Dry expense account." A Web-based component will be introduced on Monday at <http://www.molsondry.com> Visitors to the site can play a game enter for a weekly prize of a $500 Molson Dry expense account.