Molson continues True Canadian Taste campaign
By Adnews Staff
Molson Canada has released a new extension to its “True Canadian Taste” campaign, releasing a 60-second television commercial called “Oblivious.” The ad will run for three weeks as the first phase of a year-long initiative. A 30-second version of the ad will be released at the end of the month. The campaign, which was developed by Zig of Toronto, began in last year. This extension began in mid-February with a 15-second teaser ad. “We're building on the success of the campaign.” said Christian Mathieu, managing director at Zig. “Canadians have a strong emotional connection to beer and we're unlocking that emotion by light-heartedly provoking them to stand up for the beer they love.” The campaign will continue through 2007 with out-of-home advertising, online materials, word-of-mouth efforts and in-bar activities. Another TV commercial will break in June.