MOLSON CREATES DON CHERRY BUBBA
By Adnews Staff
Montreal-based Molson has released a collection of Molson Canadian Bubba kegs displaying the likeness of hockey commentator Don Cherry. Bubbas are small kegs that hold about the same amount of beer as 14 bottles. Previous versions have displayed the colours and insignia of NHL hockey teams and Team Canada. The four Don Cherry kegs will be accompanied by eight tall cans also bearing Cherry's image. Both will be sold in beer and liquor stores from British Columbia to Ontario for a limited time. A multimedia advertising campaign created by Toronto-based Bensimon Byrne will promote the new kegs with television, radio and print executions featuring Cherry. Additional support will include online contests and promotions on the <http://www.iam.ca> Web site.