MOLSON MARKETING RECOGNIZED FOR EXCELLENCE
By Adnews Staff
Molson Breweries president Bruce Pope was given the Excellence in Marketing Award last month by Sales and Marketing Executives International. The award was given to Pope because of Molson's success in developing marketing programs and in making international alliances. The company's success is based on its strategy of core value marketing designed for Molson's primary audience of 19 to 29-years-olds, Pope says in a release. "The time-honored formula of selling beer with product, packaging and advertising is insufficient for building brands today," he says. "We are now building brands through new media, value-laden messages and two-way dialogue with our customers." Molson incorporates into its marketing program the interests of its customers: "music, sports and interacting with each other." In this vein it has run the "I am" campaign that promotes the uniqueness of Canada's youth, the I am Internet site, a series of interactive television commercials for its new Quebec beer Grand Nord, and an Arctic concert called the Molson Polar Beach Party.