Happy Canada Day! Here’s some smart, patriotic experiential marketing from one of our largest companies. (Well, kind of ours – Molson Canada merged with Coors from the US in 2005 and the company is jointly owned by the Molson and Coors families). It’s assumedly a ton of work and money to set up bright red Molson beer fridges that can only be opened with a Canadian passport in locations across Europe. But so worth it. For the branding experience, yes, but much more so for the advertising campaign that follows.
Canadians love the idea that we are beloved abroad. That we can proudly sew our flag on luggage and be embraced with open arms by foreigners who now know, we’re not Americans. Whether or not this rosy picture is true doesn’t matter because it’s a generally accepted sentiment that ties in with one of our key identity points of not being American. It builds on Molson’s previous advertising campaigns such as the “I am Joe and I am Canadian” commercial, which spoke to the “average” Canadian.
This is even better, though. Now we’re average Canadians travelling abroad who get a little taste of home when we come across the Molson fridge. The crowd is seen in the video to be searching for a Canadian to unlock the mysteries of the fridge. And of course we’re just the humble heroes to do it, even re-establishing our foreign identity as friendly liberators (think WWII where much pro-Canadian sentiment apparently stems from in Europe). The result being warm and fuzzy feelings of country pride for Canadians that transform Molson from simply a well known corporate brand into a cultural brand. Freaking brilliant.