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Molson Coors begins Mad Jack campaign

Molson Coors Canada has begun a launch campaign for two new flavours of its Mad Jack cider product line: Premium Hard Root Beer and Ginger Flavoured Lager. Developed by Central Station of Toronto, the campaign follows-on from the original launch campaign for the brand conducted last year. The assignment includes packaging design, social media activities, out-of-home advertising and television commercials running nationally.

Executions include an oversized Mad Jack can installation and billboard in Toronto, along with street column posters in Montreal, digital billboards in Edmonton, Calgary and Vancouver, and additional billboards in other markets nationally. The television component includes two 15-second commercials that will also run online.

"The biggest challenge today for beer advertisers is to find that new voice for beer that gets non beer drinkers excited about joining the party," said Brad Monk, creative director at Central Station. "Millennials aren't buying that case of beer that their dad bought. They see the world as a buffet and they like choice. A great example of this is how they buy music. They don't buy the album, they buy the song. The Mad Jack brand is hoping to take advantage of being part of todays mix while it looks to challenge the typical beer taste and tone."

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