Rob Assimakopoulos
VP marketing for Molson Canadian trademark
Molson Canada, Toronto
Ever since Molson launched the ‘It Starts Here’ campaign for its Canadian brand, it has been the subject of much speculation. Some have questioned the effort, crafted by Toronto shop Zig, including strategy columnist John Bradley. (Check out what he has to say on page 45.)
So we thought we’d give Molson’s Rob Assimakopoulos,
VP marketing for Molson Canadian trademark, an opportunity to tell us his POV.
What’s the goal of ‘It Starts Here’?
Canadian in the recent past spent a lot of time appealing to people’s sense of patriotism. While highly relevant, we were looking for something that was more relevant to the core target, to the beer occasion itself, and what [the brand] represents in the minds of beer drinkers. The emotional connection is made in the context of having great times with friends.
What are the challenges?
It’s a very complex, large fabric brand with many different aspects of it that are connected to people. There’s our leadership in music, there’s what we’ve done with hockey, and things like celebrating long weekends. It’s all the things that matter to Canadians and how this brand can participate in really different ways. The strategy needs to be holistic and it also needs to bring the brand to all the different places where consumers drink beer.
How’s it being received?
Our research has pointed to a really strong start to the campaign. We’ve heard that the target understands it, that it makes sense to them, that it makes sense for Molson Canadian and how they experience beer. Beer, particularly in Canada, is a bit of a lighthouse for advertising. People look to [us] to create advertising that’s inspirational, unique and interesting. What we’re finally hearing again is that we’re getting noticed by the core consumer in a meaningful way.
