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Molson begins Mega Keg campaign

Molson will conduct a new marketing campaign this summer in support of its Canadian brand. The campaign, which includes television, radio, online, mobile and in-bar advertising, as well as public relations, is based on the construction and revealing of a monument known as the Mega Keg. According to the company, the keg will be capable of holding the equivalent of 500,000 cans of beer. The radio and television ads, which broke yesterday, portray the keg as part of Canadians' enthusiasm for constructing oversized monuments to everyday objects. The online component, located at <>, features an interactive world dominated by a giant beer keg. In addition, cases of Molson Canadian carry ID codes that can be submitted by consumers online or by text message for a chance to watch the unveiling of the Mega Keg along with 500 people in September in Toronto. "Molson Canadian has a message for Canadian beer lovers," said Sarah Eby, brand manager for Canadian at Molson. "When it comes to celebrating our love for the great Canadian lager, size does matter. As Canada's definitive lager, Molson Canadian deserves a truly worthy keg. That's why this summer, we will build the world's largest monument to a keg of Molson Canadian ever constructed, and then, throw a huge celebration around it." The creative agency for this campaign is Zig of Toronto, while the media work is being handled by Mediaedge:cia. The online elements were developed by Henderson Bas. Mobile marketing is being done by MyThum Interactive, while public relations are being conducted by Pilot PMR. The keg is being constructed by Kubik of Mississauga.

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