Molson aims to refresh big beer marketing in Canada with their new campaign and film directed by Steam Films’ James Michael Chiang. The launch is called “Everyone In.”
The 60 second spot is set in real places across the country that aren’t typically given the spotlight in beer ads.
“Across the country, you can walk into pretty much any kind of bar or restaurant and order a Molson. From Indian restaurants to pho spots to depanneurs, Molson beers really are everywhere and are enjoyed by everyone.” says Robbie Percy, partner and creative director at Rethink. “This campaign was a chance to showcase all those amazing places and people in a very real way. When we started looking at the diversity of the names of places where you can actually get a Molson, using those as the common thread became a simple, authentic way to tell that story.”
Molson’s new positioning comes in response to the changing lives of Canadians that have not always been represented in big beer advertising, according to this article in LBBonline.com.
“We want all Canadians to be proud to order and drink Molson.” says Leslie Malcolm, senior director global brands in Canada. “The reason we take our commercials so seriously is that they set the tone for the entire organization – we want these spots to galvanize not just Canadians, but also our employees and our partners. We feel a sense of responsibility to be loud and proud about what Molson stands for.
“Molson is an institution. Founded in 1786, it is the oldest active brewery in Canada,” said Sofia Colucci, chief marketing officer. “Our mission has always been to make a beer that all Canadians are proud to drink — the refined approach of ‘Everyone In’ is reflective of that mission, by embracing the diversity that makes Canada so special.”
“Molson is an institution. Founded in 1786, it is the oldest active brewery in Canada,” said Sofia Colucci, chief marketing officer. “Our mission has always been to make a beer that all Canadians are proud to drink — the refined approach of “Everyone In” is reflective of that mission, by embracing the diversity that makes Canada so special.”
The campaign runs across Canada from March 29th to December 31st.
SOURCE: LBB ONLINE