Molson begins Canada Day campaign
By Adnews Staff
Molson Canada has begun a campaign for its Canadian brand of beer related to July 1. The campaign, called “True Taste of Canada Day,” depicts the product as the official beer of the holiday. The initiative includes a new 30-second television commercial, developed by Zig of Toronto. It depicts a man in the trunk of a car who believes he is travelling to a Canada Day party. The ad then shows the car in the middle of an empty dirt lot. The ad will air with increasing frequency as July 1 approaches. “In addition to this latest TV spot, we're using a number of interactive initiatives to bring people together and encourage them to take part in Canada Day celebrations across the country,” said Paul Lipson, senior brand manager at Molson Canada. A text message campaign will encourage consumers to text the word “cheers” on July 1 in an effort to create the “largest cheers in Canadian history.” The initiative also includes online activities at MolsonCanadian.ca and Facebook.com, as well as special merchandise on sale at HBC and Zellers, and the sponsorship of a Bedouin Soundclash concert in Ottawa.