Molson Canada

Molson Canada

March 07, 2007 11:10 ET

Molson: Do Canadians Really Know Anything About Beer?

Molson encourages beer-lovers to stand up for true Canadian taste

TORONTO, ONTARIO--(CCNMatthews - March 7, 2007) - Molson Canadian is encouraging beer-drinkers to stand up for the taste they love as the brand continues to expand on its True Canadian Taste campaign.

The campaign, which began mid-February with a 15-second TV teaser, fully launches today airing a 60-second TV ad title "Oblivious" that will run for three weeks. The first leg of the year-long campaign also includes a 30-second version of the same ad set to air at the end of the month.

"This is a fun campaign that acknowledges our passion for beer," says Michael Shekter, Brand Director, Molson Canada. "We not only love beer, we take pride in beer brewed in Canada - and Molson Canadian is the definitive example of Canadian beer."

The True Canadian Taste campaign launched in 2006, winning a Cassie award, and will continue throughout 2007 with online and viral initiatives, OOH, in-bar and in-venue activities, as well as an additional TV spot set to air in June.

"We're building on the success of the campaign." says Christian Mathieu, Managing Director at Zig. "Canadians have a strong emotional connection to beer and we're unlocking that emotion by light-heartedly provoking them to stand up for the beer they love."

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, Foster's Lager and Tiger. 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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