MOLSON CANADIAN: A TASTE OF WE WHO ARE (2017)
As Assistant Brand Manager on Molson Canadian, I project managed the brand's "A Taste of Who Are" Canada 150 campaign. Outlined below are a variety of above the line and below the line media strategies that we employed to celebrate Canadians of character across the country for Canada's 150th birthday celebration.
"Molson Canadian today announced how it will celebrate Canada during its big anniversary with a national campaign called A Taste Of Who We Are which will reward and inspire the very best of Canadian character. The launch includes a call for Canadians to nominate people with real life stories that demonstrate the best of Canadian character. Molson Canadian will select 150 of the best stories, and reward each nominee with a personalized version of the iconic Molson Canadian Red Beer Fridge..."
television:
"the fleet"
Canadians from across the nation nominated their friends, family, and coworkers of character. Molson Canadian rewarded 150 Canadians who make our country special with their very own customized Molson Canadian beer fridge.
A dozen pieces of short-form content were created alongside VICE to further tell the story of Canadian character and increase contest entries across the summer months. Each piece explored the character of an exceptional Canadian, such as Invictus Games athlete Chris Klodt, Skate for Cancer founder Rob Dyer, 'Desi' rapper Horsepowar, and 2nd generation Molson brewer Dave Reddy.
150 commemorative crates were awarded to exceptional Canadians, as identified by the Molson Canadian team. Each of these heritage crates were stamped with the "Cheers to Canada's 150" logo. A number of these crates were also distributed amongst influencers across the nation.
A number of local media outlets across the country covered the campaign, especially in markets where commemorative crate and personalized fridge recipients were located
