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Molson Coors breaks Anything for Hockey campaign

Molson Coors Canada conducted a promotional event in Toronto yesterday called the "2014 Molson Canadian NHL Face-Off." The event, which took place at Yonge-Dundas Square, was tied to the start of the National Hockey League season. It featured a free concert by the band The Tragically Hip, prize giveaways and a live broadcast of the Montreal Canadiens at Toronto Maple Leafs game.

To coincide with the start of the hockey season, Molson Coors has also released a new 30-second television commercial called "Anything for Hockey." The creative depicts a branded refrigerator being transported by helicopter to an ice rink on top of a mountain. According to the company, the rink will appear in a series of television ads during the 2014-15 NHL season. The campaign will also incorporate a social media contest encouraging consumers to submit personal stories about their support of hockey.

"It's become tradition for us to be on-site and help celebrate the NHL's opening night festivities," says Andy Gervais, brand manager for Molson Canadian. "For us, NHL Face-Off has also come to symbolize the start of beer season, allowing us to unveil new programs designed to excite our drinkers throughout the season. Day one of the season is probably the best example of why the NHL is such a perfect partner for our business. We start the day by having our in-house events team create an epic fan experience, and finish it revealing a new TV spot to millions of avid fans tuned in for one of the NHL's greatest rivalries."

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