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Molson Coors begins Genuine Fan Rise Up campaign
By Adnews Staff
Molson Coors has begun a new campaign for its Miller Genuine Draft brand called "Genuine Fan Rise Up." Developed by MonkWilliams of Toronto, the initiative focuses on the connection fans feel to the Toronto Raptors basketball team. The campaign began on Nov. 7 and will run through the Raptors season. It consists of 15-second television commercials using the tagline, "Cheers to 20 Years." The ads will run on sports specialty channels TSN and Sportsnet, accompanied by in-game broadcast features, mobile advertising and in-arena signage.
"We had to be careful we appealed to both the die-hard and occasional fan," said Brad Monk, creative director at MonkWilliams. "There's incredible buzz and energy surrounding the Raptors right now. The trick was acknowledging the past while capturing the growing sense of optimism and excitement."