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

February 12, 2010  |  Jeff Beer  |  Comments

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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.

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