MOLSON GOES MUSICAL IN QUEBEC
By Adnews Staff
Toronto-based Molson Breweries brought back its Molson Dry musical beer caps promotion to the Quebec market last week. Under the summer-long promotion, when a Molson Dry drinker opens a bottle and it plays a musical sound, they have a chance to win a 1998 Porsche Boxster, a trip for two to Hawaii, a Panasonic home theatre or a Molson Dry cooler. Point-of-purchase, newspaper ads, as well as TV and radio ads support the promotion. Molson trucks have been painted in the promotional colors. The campaign was created by BCP of Montreal. Molson began running its musical beer promotion in 1994.
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