Molson Canadian: Make it Canadian

Molson Beer, a Canadian beer brand, launched a campaign on Canada Day that increased brand authenticity and consideration with lapsed drinkers.

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...

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