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Article: 'Here's to you, Canada' makes Molson Canadian the toast of the town. (Case in Point).
- Article from:
- Communication World
- Article date:
- April 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In 2001, Molson Canadian launched its integrated I "I AM Canadian' marketing communication campaign, effectively drawing Canadians into a vast exploration of their patriotism with a toast of Molson Canadian beer.
BUSINESS NEED/OPPORTUNITY
After discovering that its target market of legal-drinking-age to 24-year-old males was extremely proud of its Canadian heritage, the Molson Canadian marketing team was determined to make a strong showing early in 2001 with an advertising campaign that would maintain the momentum the brand developed the previous year.
The result was "Here's To You, Canada," a 45-second ad celebrating all that is great about ...