Molson Canada

Molson Canada

June 10, 2009 13:59 ET

Molson Chooses BBDO and DraftFCB to Market Flagship Quebec Brands

TORONTO, ONTARIO--(Marketwire - June 10, 2009) - Molson is pleased to announce that two of its flagship brands, Molson Export and Molson Dry, have been reassigned to DraftFCB and BBDO respectively.

The decision was made to seek out new creative agencies and renew the advertising approach for Molson's Quebec brands. The Company wants to ensure that its products continue to resonate with consumers, especially within a climate of intense competition. In addition, given the current economic context, the decision to streamline its ad agency roster was a sound business decision.

"We knew that BBDO and DraftFCB could bring to the table a lot of experience to understand and support our brands," said Peter Nowlan, Chief Marketing Officer of Molson Canada. He added that "both agencies have a demonstrated track record of deep strategic insight and creative capabilities; we are excited to expand our work with both agencies on our portfolio of extraordinary brands."

DraftFCB will now manage the Molson Export account, in addition to their current assignment on Coors Light. For Anne Fortin, Managing Director of DraftFCB, this is excellent news: "We are elated to partner with Molson. Canada's oldest brewer has a well-earned reputation for innovative advertising campaigns that touch, move and surprise their consumers. DraftFCB looks forward to having the opportunity to continue this tradition with Molson Ex."

Alain Gignac, President and General Manager of BBDO, added: "At BBDO, the thing we care about most is delivering client success through great work. Molson Dry already has a strong brand identity that connects with its youthful target market. We're excited about directing our well-known obsessive focus to create creative content that will expand the reach of this exciting product."

Both the Molson Export and Molson Dry assignments were previously handled by Cossette. All communications planning will continue to be handled by Mediaedge:cia.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's pre-eminent brewer. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft and Foster's Lager. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.

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