Molson has had a good run of PR in the past couple of weeks. On January 5, buzz started to build when a rooftop rink was spotted in downtown Toronto. The next day, Molson took ownership of the stunt, earning a fresh round of media coverage.
The initiative has attracted so much attention that the brand extended its plans and will keep the rink open until early February. It’s even selling ice time direct to consumers at a cost of $2,000 for an hour and a half (funds will help Molson recoup the high price tag of keeping the rink open).
Marketing met with Molson marketing manager Duncan Fraser on the ice to talk about how the company pulled off the stunt. Take a look.
Videography by David Zelikovitz