Molson’s lead light beer, Molson Ultra, is running its first-ever national television spots in Canada to support the beer’s national launch earlier this year.

The 15-second spots, set to begin airing today on major networks, aim to position the beer — with 70 calories and 2 grams of carbohydrates per 341-milliliter serving — as an option for drinkers interested in the health and wellness space.

“Molson Ultra offers a refreshing reward on our drinkers’ journey to balance,” says Alex Sponga, marketing manager for the Molson family of brands. “This is a brand that’s about more than just its calorie and carb counts; it’s all about helping drinkers find a beer that complements their active lifestyle.”

Both ads feature the brand’s target drinkers — 25- to 35-year-old women — enjoying Molson Ultra as a social reward for completing health-related activities, such as a yoga or a cardio jazz class or completing 10,000 steps for the day.

“With this new campaign, we’re taking the idea of the après-ski celebratory beer and translating the concept to other types of activities,” Sponga says. “Everyone’s journey to balance is unique, but a reward at the end is universal.”

Each spot finishes with the phrase: “Let’s après together with Molson Ultra. A clean, refreshing beer with only 70 calories and two grams of carbs.”