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Product/Company Publicity: Molson Canadian

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by

Ashley C. Savoie

on 28 January 2014

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Transcript of Product/Company Publicity: Molson Canadian

Product/Company Publicity:
Molson Canadian

By: Ashley Savoie
AGENDA
Overview
Strategic Considerations
IMC Considerations
Recommendations
Industry Example
Overview
Strategic Considerations
IMC Considerations
Recommendations
Industry Example
On Friday, June 21st, 2013, Molson Canadian released 90 second video on their Facebook page
On the following Monday a 30 second television ad aired during the 6th game of the Stanley Cup Finals (excluding Quebec)
This campaign brings us back to the classic "I.AM.CANADIAN"campaign, which debut in 1994, and was re-visited in 2000 with "The Rant"
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The publicity generated from the campaign was costless to the company
The campaign was launched during the lead up to Canada Day
Molson Canadian has experienced an ongoing demand for "I.AM.CANADIAN" merchandise http://shop.molsoncanadian.ca/
The brand was built on a patriotic identity
Molson Canadian is considering briging the beer fridge to the Sochi Olympics
The beer fridge in Europe is an example of experiential marketing, and the publicity generated was a side-effect of the stunt (2 IMC elements)
This campaign is a resurrection of the "I.AM.CANADIAN" tag line which has become a foundation of the brand's identify
Integration of the retired slogan creates synergy with old campaigns and creates a feeling of nostalgia among Canadians
The allusions to Canadian pride also creates synergy among other Molson Canadian ads
The video also prompts the viewer to #IAMCANADIAN
Bring the beer fridge to the Sochi Olympics 2014
Add something to the #I.AM.CANADIAN to make it less cluttered
Molson Canadian could have created a written blog of the fridges experience to compliment the video footage
Coca Cola's "Small World Machines" are another example of experiencial marketing generating publicity
High-tech vending machines were placed in two shopping malls
3D touchscreen technology projects a streaming video feed onto the vending machine screen while simultaneously filming through the unit
THANK YOU!!!
SOURCES
Nudd, T. (2013, June 27). Molson's world-traveling beer fridge can be opened only with a canadian passport. Retrieved from http://www.adweek.com/adfreak/molsons-world-traveling-beer-fridge-can-be-opened-only-canadian-passport-150796

Farnham, A. (2013, October 10). Free beer here! but only for certain passport holders. Retrieved from http://abcnews.go.com/Business/free-beer-passport-holders/story?id=20522680

Martin, R. (2013, June 24). Molson brings back ‘i am canadian’ for canada day. Retrieved from http://www.marketingmag.ca/news/marketer-news/molson-brings-back-i-am-canadian-for-canada-day-82247

Rethink canada takes a molson's fridge to europe. (2013, June 26). Retrieved from http://www.campaignbrief.com/asia/2013/06/rethink-canada-takes-a-molsons.html

molson's ‘i am canadian' slogan makes comeback in time for canada day. (2013, June 25). Retrieved from http://www.huffingtonpost.ca/2013/06/25/molson-i-am-canadian-returns_n_3497505.html
Full transcript