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

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs