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

Bendgate: 5 things Apple will do next

Markus Giesler guesses at Apple's next iPhone play

Holt Renfrew readies menswear-only store in Toronto

Luxury store wants to grow retail footprint by 40%

Kraft Hockeyville competition expands to U.S.

Tentpole sponsorship expands south of the border with media/in-store campaign

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

Canadian Tire’s new CEO talks online shopping

Michael Medline chats with CB about digital technology's role in customer service

Millennials are looking for brands to trust: Havas

Nearly half of surveyed millennials consider brands "essential" to their life

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges

Dufour-Lapointe sisters sign back with Saputo

Press darlings launch another initiative, but where are the international brands?

Apple has lost its narrative

Once "brand of the people," it's now an entrenched power. Must we teach Apple's branding lessons back to it?