Tucked into this morning’s Globe and Mail was a little marketing wonder we’re coining ‘advent-ising’: an advent-calendar-style, beer-fridge-shaped insert from Molson with little beer-logo tabs that peel up to reveal coupons underneath.

Each tab – which resembles a case of beer – pops out to reveal a different promotion for each beer. Some reveal special pricing, some have a shortcode readers can text to win a (real) Molson beer fridge and others promote the brand’s Facebook page.

The creative for this insert was done entirely in-house by Molson Coors Canada, as was the media buy.