Freshness dating will soon be a fixture on more brands from Molson Breweries.
The company began putting best-before dates on product last fall with the launch of Grand Nord, a Quebec-only brand, and expects to soon begin adding freshness dates to others.
Freshness dating is also being embraced by the u.s. industry.
Anheuser-Busch announced earlier this month that best-before dates will be on its products beginning in May and that a major ad campaign will be launched around this new feature for its Budweiser brand.
On the advertising front, Molson has shuffled responsibility for two of its brands in Quebec.
Marketel has lost Molson Ultra and Export, two brands handled by sister agency MacLaren McCann in English Canada.
Ultra has been moved to bcp, which also has Black Ice, Black Label, Genuine Draft and Molson Dry.
Cossette Communication-Marketing is launching a new campaign for Export in Quebec and is expected to be signed to the business if the project is successful.
Cossette already handles Molson’s Carling brands and Grand Nord.
