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B!G Silver: Rethink unlocks national pride for Molson | Strategy Online

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CPG Connect | Status: is encouraging members to get involved i... Read more
Posted in October
Jennifer Horn

The challenge and insight

Having stirred national pride since coming out with its famous slogan “I Am Canadian,” Molson Canadian wanted to continue that momentum.

People are most proud of where they’re from when they’re somewhere else. So for the first time in the brand’s history, Molson Canadian went beyond its borders and took its advertising overseas. The objective was to target both potential and existing customers.

Read more: http://strategyonline.ca/2014/10/30/bg-silver-rethink-unlocks-national-pride-for-molson/
 

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