Molson Canada

Molson Canada

December 20, 2006 11:30 ET

The Molson Angels Invite You to Celebrate Safely

Responsible drinking initiative for the 2006 Holiday period

MONTREAL, QUEBEC--(CCNMatthews - Dec. 20, 2006) - With the Holiday season just a few snowflakes away, the Molson Angels urge Quebecers to treat themselves to the guarantee of a safe return home as part of an original campaign designed to enhance public awareness of the importance of the responsible consumption of alcohol.

For the second year in a row, promotional squads made up of two (2) Molson Angels clad in white from head to toe will pay visits to over 30 central Montreal bars-the majority located on either St Lawrence Boulevard or Crescent Street-during the week immediately preceding Christmas. These special squads will distribute taxi vouchers to individuals having had too much to drink, thereby providing patrons with the guarantee of a safe return home. The Molson Angels will also spread their words of wisdom through Holiday greeting cards bearing the message "Don't drink and drive".

In the Sherbrooke area, Molson has joined forces with Operation Nez Rouge and will be offering consumers discount vouchers they can remit to Operation Nez Rouge drivers. Hundreds of vouchers will be distributed throughout the region.

In addition to these field operations, the Molson Angels 2006 campaign will be supported by washroom billboards and media placement. Molson indeed intends to use the new Mediacity medium to spread the responsible drinking message by means of some 500 miniboards in office building washrooms in Montreal and Quebec. This initiative will be enhanced with Zoom Media advertising which provides highly relevant visibility in some 300 licensed bars across Quebec during the Holiday celebration period.

"During this period of merrymaking, Molson is proud to feature a campaign specially developed to promote the responsible consumption of alcohol. I therefore invite Quebecers one and all to celebrate safely, to take no risks and to turn the wheel over to a guardian angel," stated Monique Depatie, the individual responsible for the Molson's responsible drinking program in Canada.

The Molson Angels campaign concept was developed by @Complices Communication.

About Molson Responsible Drinking Program

Launched in 1989, Molson's responsible drinking program is a million dollar national campaign that promotes the responsible use of, and attitude towards, alcohol and drinking. Within the brewing industry, Molson is a sponsor of cooperative programs that promote public awareness of responsible use and research on traffic safety. These programs, run by groups such as the Brewers Association of Canada, Brewers of Ontario, Brewers of Quebec and the Brewer's Retail, complement the Molson Don't Drink and Drive message. Working in conjunction with a number of other organizations and partners, Molson brings timely, educational and targeted programs to people across the country.

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 employs 3,500 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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