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MOLSON GIVES EXPORT A FACE LIFT

Toronto-based Molson Breweries gave its Molson Export brand a new look this week. The new label features a bolder color scheme using more of the traditional Molson red and a larger blue ship. An ad campaign in Ontario and Quebec supports the launch of the new design. The Ontario campaign uses TV, radio, outdoor and print created by MacLaren McCann of Toronto. Cossette Communication-Marketing of Montreal is handling the Quebec campaign. The TV ads feature the slogan, "Ex Says It All", and are shot in black and white. The ads also use younger spokespeople than have been used in the past to promote the brand. Molson Export is targeted to people aged 19 to 34.

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