Campaign details
Brand: Molson CanadianBrand owner: Molson Coors GroupEntrant company: Wavemaker TorontoIdea creation: Wavemaker, TorontoMarket: CanadaSector: Beer & ciderMedia channels: Newspapers, Online display, Online video, Packaging & design, Public relations, Social mediaBudget: 1 - 3 million
Executive summary
In an act of monumental provocation, Molson Canadian beer actively solicited and then sold competitors' beer in their own cases.
Amidst the thick of the global COVID-19 pandemic in 2020, wreaking havoc on the beer industry, Canada's oldest brewery demonstrated that the Canadian spirit of inclusivity and...