Molson goes the distance
The beer brand is airing its longest-ever TV spot on Dec. 26 during the World Junior Hockey Championship.
Molson Canadian hits the trails running, trying to get a beer fridge full of the brand’s special limited edition 625 ML Victory Bottles to a Canadian living in Indonesia for its latest campaign.
The campaign, with media by MEC and creative from Rethink, features the true story of Ottawa residents Phil and Ryan bringing the Molson Beer Fridge and a satellite to watch hockey to their friend Morgan who is living on Indonesia’s Gili Islands, Chris Blackburn, senior marketing manager, Molson Brands, tells MiC.
Blackburn says the company found the friends after launching a search for hockey lovers this summer, noting this campaign, which launches on TSN Dec. 26 during Canada’s first game at the World Junior Hockey Championship, marks both the furthest the brand has travelled for a spot and the truest story it has ever used in a campaign.
The campaign kicks off with another first, the beer brand’s longest-ever TV commercial, with Molson airing the full 2:45-minute video during Canada’s first game on Boxing Day and again during the team’s game against the US on New Year’s Eve.
“We wanted to have the opportunity to share the full story on a large stage and the first game of the World Juniors is incredibly powerful,” says Blackburn.
Apart from the two long TV buys, the campaign also includes 30-second spots airing during sports programming until the start of the Sochi 2014 Olympic Winter Games on Feb. 7 when a follow-up campaign will launch, says Blackburn.