Molson undertakes brand campaign for Canadian
By Adnews Staff
Toronto-based Molson began a new marketing campaign called "It Starts Here" for the Canadian brand this week. According to the company, the campaign is one of several initiatives underway to "revitalize and re-energize" the Molson Canadian brand. This process began with the agency review last year that lead to the hiring of Toronto-based Zig as agency of record for Molson Canadian. The new campaign was developed by Zig during its pitch for the account. The first 60-second commercial in the campaign was released yesterday. The overall branding effort will extend to all Molson Canadian marketing activities, including advertising, promotions, events, sports and music properties, and merchandising.
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