MOLSON PROMOTES A MARCA BAVARIA AS BEST OF BRAZIL
By Adnews Staff
Montreal-based Molson released two new television commercials for Brazilian beer A Marca Bavaria last night. The import beer was introduced in this country last month. Molson acquired the brand when it bought Brazilian brewery Cervejarias Kaiser last year. The first commercial, called "Better Things," shows scenes of people and places in Brazil. A voiceover says that Brazil did not invent safe cars or reclining chairs because it had better things to do. The commercial ends with the tagline, "The Best of Brazil since 1877." The second ad, called "Pietra," features the Brazilian model by that name. In it, two guys sit at a beach bar. One reaches into an ice bucket for a bottle of beer as a woman emerges from the ocean. As the man turns the bottle on its side, the woman lies down. He begins to peel the label off and she begins to untie her bikini. The commercial ends with the same tagline. Molson's national marketing campaign for A Marca Bavaria also includes public relations, retail and on-premise promotions, consumer sampling and grassroots marketing programs. Advertising for the brand is done by John St. of Toronto. Public relations are handled by APEX Public Relations, also of Toronto.