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Molson Coors resumes Anything for Hockey campaign

Molson Coors Canada has begun a new phase in its "Anything for Hockey" campaign in support of its Molson Canadian brand. The second year of the campaign, timed to coincide with the World Junior Hockey Championships, consists of two new initiatives. The first includes a new television commercial, which debuted during the broadcast of the first game of the tournament. It relates the story of Lanochkin family, which moved from Estonia to Canada seventeen years ago, permitting Vitaly Lanochkin to grow up playing hockey. The ad depicts the father and son playing a game on an outdoor rink on top of a mountain in the Canadian Rockies.

The second element makes use of a branded refrigerator that can be opened by an accurate shot with a hockey puck. Consumers can attempt a shot to win various prizes. The "Molson Canadian Slap Shot Beer Fridge" was installed at Molson Canadian Hockey House during the preliminary round games of the tournament in Montreal, then in Toronto during playoff rounds. The fridge will also appear on TSN during a Team Canada broadcast.

"Molson Canadian is the brand that provides Canadian hockey fans with more ways to celebrate the sport they love," said Jeff Harrop, senior marketing director at Molson Coors Canada. "This winter, while they cheer Canada to gold, we're continuing to celebrate our passion and the origin of our game outside on frozen rinks."

The promotion was developed by Rethink, MEC and Harbinger.

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