MOLSON USES RACE SPONSORSHIP TO BATTLE DRUNK DRIVING
By Adnews Staff
Toronto-based Molson Breweries is using Molson Indy race car drivers in its latest campaign to combat drinking and driving. The campaign will launch in Vancouver at the end of the week and will use outdoor and radio ads to remind beer drinkers not to drink and drive. The ads feature race car drivers Greg Moore, Patrick Carpentier and Bobby Rahal. The headlines used in the ads include: "Methanol makes my car go. Alcohol should stop yours." "Going 383 km/h is intoxicating. Drinking & driving is stupid." "This is my last year driving. Don't make it yours." All the ads then end with the tagline: "Don't Drink & Drive. Molson. Take Care." The campaign was created by Campbell & Partners of Toronto.
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