Promoting beer to people who don’t even like the stuff?

That’s the idea behind the launch of Molson Canadian 67 Sublime, a low-calorie beer with lemon and lime flavours which targets consumers with a taste for more expensive, trendy alcoholic beverages, Reid Black, brand manager, Molson Canadian tells MiC.

“This beer is one of the first that attacks adjacency alcoholic drinks like wine and mixed drinks,” he says. “We want to educate consumers about the amount of calories in those drinks.”

The campaign follows similar creative from the launch of Molson Canadian 67 in early 2010, with media buying done by Toronto-based MEC and creative by CP+B in Toronto.

Targeted at consumers aged 30+, the campaign includes a television spot, print ads in various publications, out-of-home on bus shelters and billboards nation-wide (excepting Quebec), a Facebook page and a summertime sweepstakes contest.

The campaign officially kicked off this month and runs until mid-September.

Molson Canadian 67 Sublime will become available nationwide on June 1.