Molson Canada

Molson Canada

March 14, 2005 23:59 ET

Molson Canadian Introduces New Brand Campaign: "It Starts Here" To Launch March 14

TORONTO, March 14 - Molson Canadian today introduced a new
marketing campaign that celebrates enjoying life's possibilities with the
straightforward expression "It Starts Here".

The new advertising campaign is just one of several initiatives in the
company's approach to revitalize and re-energize the Molson Canadian brand.
"It Starts Here" is the culmination of a brand renewal process that began last
spring under the direction of Rob Assimakopoulos, Vice President, Marketing,
Molson Canadian, and included an agency review amongst several top Canadian
agencies. ZiG, Molson Canadian's newly-appointed agency of record, created the
new ad campaign.

"'It Starts Here' embodies a core characteristic of the brand's heritage.
Molson Canadian has always been a big part of great times in Canada," said
Assimakopoulos. "This campaign covers natural territory for Molson Canadian
and captures it in a truthful and relevant consumer insight. Developed by ZiG
during their successful pitch for the Molson Canadian business, this campaign
represents some of the freshest thinking we've seen in the beer business."

The "It Starts Here" ad campaign is the centerpiece of a new marketing
campaign that will span all of Molson Canadian's brand initiatives, including
advertising, promotions, events, sports and music properties, and
merchandising. The first 'It Starts Here' commercial is a 60-second execution
debuting on March 14.

"We knew we had to find a brand idea that could speak to the beer drinker
consistently, everywhere he goes. This brand needs that consistency to fuel
its leadership of the beer business in Canada," said Andy Macaulay, founding
partner, ZiG.

About Molson Canada

With roots dating back to 1786, Molson Canada has a time-honoured
tradition of brewing quality beers. The company's award-winning brand
portfolio includes Molson Canadian, Molson Export, Molson Dry, Rickard's, and
A Marca Bavaria. Part of the Molson Coors Brewing Company, the world's fifth
largest brewer, Molson Canada employs 3,800 Canadians and operates five
breweries across Canada.

Contact Information

  • Nathalie Masse, Molson Canada, (416) 679-7621;
    Babita Khunkhun, Molson Canada, (403) 233-1777