In the early 00s, Molson created “The Rant,” an ad that not only came to define the brand’s “I Am Canadian” campaign, but also played a big role in shaping the Canadian identity of the time.

Now, more than two decades later, the brand is looking to show how much it and Canada both have evolved with a new, anthemic refresh that is a bit more nuanced about what it means to be Canadian by speaking to the country’s embrace of diversity and pluralism.

Called “Everyone In,” the new work was developed with AOR Rethink, and is built upon a belief that the brand has “a responsibility and an opportunity to reflect what it means to be Canadian in 2023 and, in doing so, refresh big beer marketing in Canada,” says Leslie Malcolm, senior director of marketing for Molson and global brands.

“Beer marketing has looked the same for so, so long,” adds Robbie Percy, partner and CD at Rethink. “It’s been hockey and flannel and, as a category, it has defined Canada in the same way. But when we looked at the reality of where beer is sold, who drinks it and how that applies to Molson, it really is everywhere and everyone. The marketing hasn’t traditionally shown that, so we wanted to start a new era for Molson and for the country as a whole of representing what Canada really looks like.”

The brand refresh launched this week and is anchored by a new 60-second spot, underpinned by Drake’s “One Dance.” It showcases many of the establishments where Molson can be consumed across the country – not just pubs, but also pho restaurants, salsa clubs and drag brunches. The goal is to show the breadth and diversity of Molson’s consumers, the brand’s full portfolio of beverages and “what it means to be Canadian in 2023,” Malcolm says.

The campaign is informed by research that shows Canadians are less motivated by celebrations of individualism, which Malcolm says likely the kind of things that informed the anthemic “The Rant” back in 2000. While that campaign was about breaking stereotypes of Canadians living in igloos – and did mention the country’s diversity – it was nonetheless expressed in an individualistic manner, and focused more on things like calling a hat a toque or how to pronounce “about.”

Today, Malcolm says, “Canadians celebrate plurality, unity and togetherness. It’s our superpower. Canada really is a mosaic, and we believe Canadians are at their best when everyone comes together as one.”

The campaign is running nationally through to Dec. 31 on multiple channels, including TV, OLV, social, cinema, in arenas and OOH. Wavemaker handled the media buy and Brand Opus handled branding.