Molson begins Sponsor The Parents campaign
By Rob Bale
Molson Coors has begun a campaign based on its sponsorship of the Canadian Olympic team. The campaign, called “Sponsor The Parents,” takes the form of offered endorsement deals from Molson to nine parents of Canadian athletes, including paid contract signings, an appearance in a commercial, social media content describing their time in Paris, branded merchandise and product samples. The campaign, developed by Rethink, includes online video, social media support and out-of-home advertising. Media work is being handled by Publicis.
“We're proud to support the foundation of Team Canada athletes, their parents, at the Paris Olympic Games,” said Kara Fitzpatrick, marketing director for the Molson brand. “We wanted to do something meaningful to support the families of athletes who have worked impossibly hard in the background, providing endless support and energy to help get their kids to the biggest stage in sports. Launching ‘Sponsor the Parents’ is an incredible way to give these parents a bit of the spotlight they so richly deserve.”