Molson goes multilingual

The brand teams up with Google to bring back the Beer Fridge in a new way.

Molson

The fridge is back. And this time, you’ll need a team to open it (unless you’re a big Rosetta Stone user).

Following up on the success of two other award-winning Beer Fridge renditions, Molson Canadian has brought back its Beer Fridge just in time for the 2015 Pan/Parapan Am Games in Ontario (where it will make its public debut).

The new fridge, created again by Rethink and also featured in a TV spot, opens once “I am Canadian” is spoken in six different languages.

The fridge uses technology from Google, including its speech recognition API, to decipher 40 different languages, such as English, French, Mandarin, Portuguese and Hindi. When the phrase “I am Canadian” is spoken, the language it’s said in is displayed on a digital panel on the fridge. Once the fridge recognizes six different languages, which can come from multiple users, voilà – it’ll unlock and they’ll get their beer.

The idea behind this latest iteration is to celebrate Canada’s diversity, which the brand says is one of the country’s most admired traits.

The Beer Fridge idea first launched in 2013, and became an international hit during the 2014 Olympics in Sochi, Russia. That fridge – which took home a Bronze Cyber Lion in 2014 – required a Canadian passport to open the fridge and get your drinks. Later, another version would only open when “O Canada” was sung (that version was shortlisted for a Cyber Lion in Cannes this week).

This year’s execution is much more complex, with the fridge needing to recognize not only the languages spoken, but that the phrase was indeed “I am Canadian.”

Molson is the exclusive beer and cider supplier for the Pan Am Games, and will showcase the fridge at its Molson Canadian House in CIBC Pan Am Park between July 11 and July 25.

MEC is on the media buy for the new beer fridge campaign, with Harbinger handling public relations.