Molson recalls

Damage control completed, Molson O'Keefe bought a round for the house - the province of Quebec, that is - to thank consumers for their understanding during a product recall earlier this month.The ad featured a bottle-shaped coupon good for one free...

Damage control completed, Molson O’Keefe bought a round for the house – the province of Quebec, that is – to thank consumers for their understanding during a product recall earlier this month.

The ad featured a bottle-shaped coupon good for one free Molson O’Keefe beer of the customer’s choice at any Quebec retailer or drinking establishment.

Molson Breweries’ crisis management plan went into effect on July 30 after a sixth bottle of beer from its Quebec operation was found by the Health Protection Branch in Ottawa to be tainted with a non-poisonous, alkaline cleaning fluid.

Molson was notified of the first bottle July 5, but the company and the Health Protection Branch concluded it was an isolated incident.

But after two more complaints, Molson conducted a voluntary inspection of product in its warehouses.

Only 10 bottles of tainted beer have been found.

Molson issued press releases Aug. 4, stating there was no health risk involved and describing how to spot the tainted product.

The company placed advertising in newspapers beginning Aug. 7, explaining the problem and the steps taken by Molson O’Keefe.

Each ad contained a 1-800 hotline number.

Freda Colbourne, Molson manager, communications, says it is too soon to tell if sales slipped during the inspection period, but adds that research conducted during that time showed consumers were pleased with how the crisis was handled and said it would have no effect on their product purchases.

Molson got pr assistance from National Public Relations, and advertising was created by Montreal agencies tdg, a subsidiary of National Public Relations, and BCP Strategy-Creativity, the agency that handles Molson Dry. PS