MOLSON HELPS QUEBEC BEER DRINKERS FIND THEIR DRINK
By Adnews Staff
Les Brasseries Molson of Montreal is helping Quebecers find their beer at parties. The brewer will launch a promotion at the end of the month that will feature Beer Finders, cardboard tags that fit around the neck of the bottle so party-goers can find their beer bottle. Each tag features a different cartoon character such as a punk rocker, a sports fan, a snooty aunt, a grandmother and a muscle-bound guy. The Beer Finders will be available in every case of 24 Molson Dry, Hi Dry and Molson Export, as well as in the 18-bottle cases of Molson Mix, which offers three brands: Molson Dry, Molson Export and Black Label. In addition, each Beer Finder features a number that gives its holder a chance to win a cash prize. Ten winners will receive $5,000, while the grand prize winner will receive $25,000. The numbers will be drawn during the Bye Bye '98 TV program on the French Radio-Canada network on New Year's Eve. The Beer Finders and the contest will be promoted using radio ads created by Blitz Creative of Montreal. Optimum Public Relations of Montreal is doing PR.