MOLSON PROMOTES BIG CHILL
By Adnews Staff
Montreal-based Molson has released two 15-second television commercials intended to introduce consumers in Ontario to the Molson Canadian Big Chill beer case. The case has a waterproof liner designed to hold ice. The ads, created by Toronto-based Bensimon Byrne, began running on May 7. In the first, called "Drop-Out," the bottom of a case of beer drops out on a man arriving at a party. Another man trips on the bottles, dropping a plate of hamburgers. In the second, called "Me Too," a man returns from a refrigerator awkwardly holding a number of bottles in his arms. A woman approaches him, takes a bottle, thanks him and walks away. The television advertising will be supported with a series of on-premise and retail promotions. Public relations for Molson are handled by Thornley Fallis Communications of Toronto.