Molson Canada

Molson Canada

June 12, 2007 17:52 ET

Molson Canadian Rallies the Nation for Canada Day

Official beer of Canada Day ramps up interactive programs coast to coast

TORONTO, ONTARIO--(Marketwire - June 12, 2007) - Molson Canadian, the Official Beer of Canada Day, is bringing beer-drinkers together to celebrate July 1st with the True Taste of Canada Day campaign, which includes a new TV spot, interactive consumer programs and various online activities.

Kicking off a wave of pre-Canada Day initiatives is a recently launched 30-second TV spot. The ad featured the same oblivious character seen in recent Molson Canadian spots locked in the trunk of a car. Believing he has been invited to a Canada Day celebration, it becomes obvious, as the camera pans out, that the car has been abandoned in an empty dirt lot with no people or party in sight. The spot will run in an increased rotation during the weeks leading up to July 1.

"Canada Day is a celebration that brings the country together in many different ways - ultimately, it's about true Canadian spirit and that's what we're celebrating with Molson Canadian," says Paul Lipson, Senior Brand Manager, Molson Canada. "In addition to this latest TV spot, we're using a number of interactive initiatives to bring people together and encourage them to take part in Canada Day celebrations across the country."

A Molson Canadian viral SMS campaign will prompt Canadians to take part in the national "True Canadian Cheers." To participate, people text "CANADA" to a specified number prior to July 1. Then, on Canada Day, all Canadians can virtually celebrate together by texting "CHEERS" in an effort to create the largest cheers in Canadian history.

Additional Canada Day campaign highlights include the brand's online Canada Day Headquarters at www.molsoncanadian.ca with games, a countdown clock and information on Canada day celebrations, a "Molson Canadian Nation" Facebook group, retail partnership with HBC & Zeller's for "Official Beer of Canada Day" merchandise sold at select locations and a Countdown to Canada Day concert in Ottawa featuring Bedouin Soundclash.

About Molson Canada

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. The company proudly offers 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 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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