Molson Canadian begins new beer fridge campaign
Molson Coors Canada has begun a new marketing campaign for Molson Canadian featuring a branded refrigerator that will open when the phrase "I am Canadian" is spoken in six languages. The refrigerator will first appear in Toronto during the 2015 Pan Am/Parapan Am games. Using speech recognition software from Google, the fridge is capable of recognizing 40 languages. Once the device recognizes that the key phrase has been spoken in any six of these languages, it will open. The fridge will be filled with vintage Molson Canadian cans. The brewer is the exclusive beer and cider sponsor of the games. The fridge will be located at the Molson Canadian House on the Canadian National Exhibition grounds between July 11 and 25.
The refrigerator also appears in a recently-released television commercial for the brand. The campaign was developed by Rethink Canada, with media work by MEC and public relations from Harbinger.
"With Canada Day right around the corner and with our country only weeks away from welcoming the world at the Pan Am Games, we wanted to celebrate one of Canada's most admired traits, its diversity," said Chris Blackburn, director of marketing for Molson Canadian. "With the incredible support we've received from Google, we were able to create the most patriotic version of our beer fridge yet, bringing people from many different cultures together over an ice cold, Canadian beer."
The first Molson Canadian beer fridge campaign was conducted in 2013. A follow-up was conducted at the 2014 Olympic Games in Sochi, Russia.