Molson Coors is puting more media dollars behind Ultra to capitalize on “big beer selling times.”

The new “Yes, People” campaign is coming to life on national television, digital and social media. The campaign is the first for Molson Ultra since the onset of the pandemic and its biggest since the rebrand from Molson Canadian 67 in 2019. It began airing this week and spots slated for primetime during the first rounds of the NHL Stanley Cup playoffs.

Sophia Lal, the brand’s Toronto-based senior marketing manager, says the plan is to have the widest reach across the most media channels for Ultra, which is capitalizing on interest in low alcohol and low calorie beverages, particularly among 30 to 40-year-olds. It’s also part of a larger shift to be part of big beer selling occasions, where it’s spending more media dollars than ever before.

“We haven’t done as much above the line in the last couple years as we previously would’ve,” Lal adds. For past efforts, it’s been engaged with hockey media more normally associated with Molson Canadian, but this it’s expanded “well beyond that” on social, digital, OOH, OTT, OLV and brand sell TV. Lal says that while it is not adding any new media platforms to the mix, per se, it is aiming to have a wider reacher reach and presence on a national level.

The TV spots and videos in “Yes, People” are positioned around people powering through a diverse set of physical activities, and constitutes a national concentration and broad reaching campaign. The OOH portion, by contrast, is focused on Ontario and Quebec geographies, were there is more loyalty and opportunity, Lal explains.

Volume for Ultra has grown by 39% since 2019, and Molson sees even more opportunity now that more restaurants are opening.

“We have ambitions in on premise, and it’s a channel we’re investing in, especially with draught,” Lal says, as people are keen on returning to normal life.

Rethink did the creative and Wavemaker handled the buy.