MOLSON DRY CLAIMS IT'S UP TO YOU
By Adnews Staff
Molson Breweries, Western Division, of Vancouver, has begun a new Molson Special Dry marketing campaign with the theme of "It's Up To You." Launched earlier this week in Western Canada, the campaign is designed to target beer drinkers across Canada. The campaign, created by Cossette Communications Marketing of Vancouver, includes a series of television commercials scheduled to air in all four western provinces. The first spot is called "The Road Less Traveled" and features a Canadian traveler in an old Jeep crossing a dry and dusty African Savannah while his voice mail plays in the background. The sound of "message deleted" ties in with the campaign's theme. The campaign will also include print and radio advertising, outdoor murals, pillar ads and point-of-sale materials to support the campaign in the spring. Molson is also building on the brand's direction with summer-long promotions and event sponsorships that reach beer drinkers across the West.