MOLSON DRY IS 'ANIMATED' IN P.O.P.
By Adnews Staff
Molson Breweries has latched on to an optical illusion technology for in-store advertising that has been used by its competition for the past two years. A new P.O.P display for Molson Dry in Quebec shows a picture of a bottle of the brew being pulled out of a lake with a splash, in which the water droplets appear to be moving. This ad is the latest addition to the "World Without Aftertaste" multimedia campaign for the Dry brand. The technology used for this backlit sign, called Animaction, was developed over a three-year period by Saitech International Inc., a Toronto engineering firm. Saitech has been producing Animaction ads for Labatt Breweries of Canada since 1993. It has also done ads for Coors beer in the United States, a brand sold by Molson in Canada.