MOLSON PROMOTES COLD SHOTS IN QUEBEC
By Adnews Staff
Molson began a campaign in Quebec last week for a new product called Molson Dry Cold Shots. The beer, sold singly and in eight-packs, contains 6.5% alcohol and comes in 250ml slim cans. It is being promoted with a television commercial called "Transaction," which features music from Montreal hip hop artist BU The Knowledgist. The ad is airing on major French- and English-language networks in Quebec. It was created by Cossette. In addition, billboards for the product have been installed in large urban centres around the province and a Web site has been constructed at <http://www.coldshots.ca>. "The Cold Shots format and metallic design of the can confer a fresh, urban, contemporary look to our Molson Dry brand, which is precisely what we set out to achieve with our first ever advertising campaign," said Molson Dry national director Denis Racette.