MOLSON PREPARES ATHLETIC PROMOTION
By Adnews Staff
Molson will conduct a one-day promotion on April 3 to encourage Canadians to support amateur athletes. The initiative, called "Spring Forward," will coincide with the start of daylight savings time. That day, five dollars from every 24-case of Molson Canadian beer sold will be donated to the See You In Athens Fund. The promotion will run nationally, excluding Quebec, New Brunswick and Newfoundland and Labrador. The See You In Athens Fund in a not-for-profit organization that raises money and awareness for Canadian amateur athletes to help prepare them for international summer and winter games. Molson will promote the initiative with television advertising from Bensimon Byrne of Toronto and with in-store materials. Public relations are being handled by Maverick Public Relations of Toronto.