Canadians don’t tippy-toe, says new Molson ad

Harking back to Molson Canadian’s "I Am Canadian" heyday of celebrating what makes Canadians so great, the brewery and its agency Zig offer up a few choice, if generalized, characteristics with its  latest "Made in Canada" commercial that debuted during Friday’s Olympic opening ceremony. The spot keeps the brand’s recent focus on the country’s geography, […]

<%if(!(request.getParameter("fullrss") != null)) {%>

<% } %>

Harking back to Molson Canadian’s "I Am Canadian" heyday of celebrating what makes Canadians so great, the brewery and its agency Zig offer up a few choice, if generalized, characteristics with its  latest "Made in Canada" commercial that debuted during Friday’s Olympic opening ceremony.

The spot keeps the brand’s recent focus on the country’s geography, pointing to the land itself as the primary reason why Canadians "run off the dock instead of tippy-toe in" and "have more square feet of awesomeness per person than any other nation on earth."

The return to the beer’s past of unabashed Canadianness in its ad strategy came after the brand decided to find a new identity in its roots.

"[That lies] in the belief that Canada is a land that shapes its people and its beer, and that Molson Canadian is a gift from this country’s abundant natural resources," said Molson Canadian brand manager Dave Bigioni, in a statement. The new image has been extended to the brand’s packaging and design, done by Spring Design Partners.

Last Thursday, Molson–an Olympic sponsor–also launched a "Gear Up For Gold" Facebook application, where fans can create a personalized Team Canada hockey jersey for their profile picture.

By Friday afternoon, more than 1,500 people had signed up.

Molson also recently unveiled Canada’s largest photo mosaic on the side of its Vancouver brewery, made up of 13,000 photos submitted by Canadians. The new image will also be incorporated into future activations, sponsorships and more.

Brands Articles

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location