Molson Coors Canada goes to the races

The company is targeting suburban and rural beer drinkers with a new Keystone Light sponsorship of NASCAR Canada.

Molson Coors Canada is in the driver’s seat with NASCAR. 

The brand has signed a deal with the ubiquitous motor sports series to make Keystone Light its official beer in Canada.

The sponsorship will be showcased in spots on TSN and, on billboards and during NASCAR broadcasts. The NASCAR logo will be on the beer packaging, and the Keystone Light Pole Award will be presented to drivers with the fastest qualifying times in the NASCAR Canadian Tire Series, which features 12 races across the country through the year.

MEC in Toronto handled the media and Draftfcb did the sponsorship creative.

The sponsorship is targeted at the brand’s primary consumers, 21- to 29-year-old men in suburban and rural areas who prefer to drink at home.

For a brand that’s only been in-market for a short time, the chance to tie-in its products with the racing series was too good to turn down, Pam Ouellette, brand manager, Keystone Light, tells MiC.

‘Aside from connecting with key consumers, the sponsorship allows us to raise the awareness level for Keystone Light here in Canada, which is fantastic considering that the brand has only been available here for less than a year now,’ says Ouellette. ‘We’ll get pouring rights at many of the tracks on the Canadian Tire series, with an opportunity to activate in a way that’s memorable for people.’