An excerpt from Adage “With Olympics, Molson Plays up Canadian Roots Again” (emphasis and link added),
Can Olympics-inspired nationalism stem the long decline of Molson Canadian?
The iconic Canadian beer has been beating the national-pride drum for years with little impact (one prior tagline: “I am Canadian.”). The brand’s sales have fallen for decades, and the two best-selling beers in Canada these days hail from south of the border: Budweiser and Coors Light.
But a new campaign, from MDC Partners‘ Zig, is betting that if there’s ever a time to appeal to national pride to sell something, it’s when the Olympics are on your home turf.
The Toronto agency’s new campaign for Molson — “Made from Canada” — plays up Canada as the “best backyard in the world,” with “more square feet of awesomeness per person than any other nation on Earth.” Molson Canadian, says the first spot, “comes from the same land we let loose on.” […]
“What’s different is that this puts the beer at the center of the equation,” said Dave Bigioni, brand director for Molson Canadian. “It’s about celebrating the abundance of natural resources that shapes both the people and the beer.” (Hence the “made from” in the tagline.)
Has the following ad made you drink and buy more Molson Canadian? Love to hear from the beer drinking Canadians out there.
Filed under: advertising, Business, Canada, Marketing, Video, YouTube 
