Molson targets the calorie-conscious with new beer

Molson is preparing a multimedia advertising campaign to support the launch of Molson Canadian 67, a new low-calorie beer that debuted last week in Ontario and Eastern Canada. The campaign, developed by Toronto agency Zig, launches Oct. 19 in these markets. The initiative includes television and online advertising, with print ads to follow in November. […]

Molson is preparing a multimedia advertising campaign to support the launch of Molson Canadian 67, a new low-calorie beer that debuted last week in Ontario and Eastern Canada.

The campaign, developed by Toronto agency Zig, launches Oct. 19 in these markets.

The initiative includes television and online advertising, with print ads to follow in November.

Stephanie DeSutter, senior brand manager for Molson Canadian, said the creative will highlight favourable comparisons between the new beer, with its 67 calories per bottle, and other alcoholic beverages generally perceived to be more beneficial to consumers’ waistlines, such as wine and mixed drinks.

“[The creative] casts a light on some of the confusion there is around calories in beer, wine and mixed drinks,” said DeSutter. “Beer tends to get a worse rep when it’s compared [to other drinks]. When people automatically think there’s anywhere from 200-250 calories per bottle of beer, there’s definitely a great opportunity for a brand like 67 to come in and make that calorie call-out.”

Molson expects Canadian 67 to appeal to women and health-conscious men, allowing the brewery to expand its consumer base.

“We think there’s a really great opportunity to extend our target as part of the Molson Canadian family,” said DeSutter. “We’re going to target female consumers with our print ads. We’re going to be in Food & Drink, Chatelaine and Flare–magazines we wouldn’t normally invest with.”

A similar advertising campaign will coincide with the launch of Molson Canadian 67 in Western Canada in November.

The beer will not be available in Quebec.

Brands Articles

Becel campaign adds more heart

New video series tells stories of real people showing thanks through baking

A&W gets awkward in new campaign

Spots for Chicken Buddy Burger appeal to young YouTube viewers

Star Wars is the force behind strong Cineplex results

The latest installment in the Star War saga was the theatre's top film last year

Canadians slowly warming to mobile payments (Survey)

Usage is up just 1%, but perceptions about mobile payments improve

Sears speeds up store closures in the U.S.

Fourth quarter sales down at the company's Kmart locations, too

Super Bowl ads run the gamut of emotions

From offbeat humour to heartfelt, brands do their best to stand out in the crowd

Nissan Canada takes to the mountains for Super Bowl ad

Commercial is the fifth instalment in #ConquerAllConditions campaign

The lessons from LinkedIn’s failed ad network

The social media service for professionals is reaching a critical turning point

Adobe suggests some marketing execs are making bad bets

An ad aimed at CMOs shows a Super Bowl investment gone horribly wrong