Molson goes green by seeing red

The multi-platform campaign aims to funnel Canadians' passion for the country to their “national beer.”

Molson Canadian, feeling the beer category needs something more substantial than cheque-writing CSR initiatives, has turned over a new leaf: a red one. Full-scale promotion of the Red Leaf Project, a commitment to positively impact the environment in Canadian communities developed from the insight that Canadians are influenced by the land around them, is poised to hit the market on June 13.

The national promotional effort is being led by a TV spot called “It Runs Through Us.” Like Molson’s “Made in Canada” spot, it focuses on the Canadian landscape, but addresses the brand’s improvement efforts: tree plantings, urban greenings and shoreline cleanups conducted with Tree Canada, the World Wildlife Fund and Toronto-based Evergreen.

Targeted print, radio and digital ads will communicate the initiatives at a local level. Creative, featuring an epic pontification on the awesomeness of the Canadian landscape and how Molson is making it more awesome, is being developed by CP+B in Toronto.

“We are truly committed to making a difference and developing projects that allow [Canadians] to participate in their local communities,” says Jamie Sprules, senior brand manager, Molson Canadian. “Our goal is to harness the energy and passion of the program to reignite the passion for Canada’s national beer.”

A website,, and a Facebook page will also be part of the mix. Free concert or festival tickets will be presented to the first 100 to sign up and videos documenting the initiatives will be seeded on YouTube. Those reluctant to get their hands dirty will be able to take part by playing a social sharing game called “Raise a Tree” that will be housed on the website. Players nurture a virtual tree, sharing where they choose to plant it and why. Molson will plant a real tree next planting season for every digital one. 

The project will also be active at retail and in bars. One dollar from Molson Canadian sales at liquor/beer stores is going to support the partner charities, as will proceeds from a “Red Leaf Hour” (socially responsible happy hour) the brand is looking to arrange in locations across the country.

From Strategy Online.