Molson begins True Fan campaign
Molson has begun a new campaign called "True Fan" in support of its Canadian brand. The campaign encourages hockey fans to grow a beard during the National Hockey League playoffs and to collect pledges from family and friends to donate to the Canadian Hockey Foundation. The initiative is primarily based online. Visitors to the website <http://www.molsoncanadian.ca/hockey> can upload a photograph and grow a "virtual beard" over the course of the playoffs. The campaign creative was developed by Zig, while the online work was done by Henderson Bas. Public relations are being handled by Pilot PMR, while media is being handled by Mediaedge:cia. The virtual beard simulator was developed by TenZing Interactive Marketing. "Growing a beard to support your team's post-season fortunes is a tradition that transcends all levels of hockey," said Michael Shekter, senior brand manager at Molson. "And it doesn't hurt that participating in the True Fan Campaign to support the future of hockey helps explain your new look to your boss."