With summer travel season in the rearview mirror, Molson is offering the chance to unload foreign currency in exchange for one its brews.

On Sept. 22 at 5 p.m., buyers are invited to “The Molson Exchange” at 938 Queen St West in Toronto. There, they can make use of those euros, pesos or pounds sitting in a drawer, to pay for Molson Canadian, Ultra, Export, or non-alcoholic brand, Exel, all for the equivalent of $3.

“Frankly, we haven’t done a lot of owned brand events in the last couple of years,” says Sophia Lal, senior brand manager for Molson and Miller Trademarks. “Post-COVID we are dipping our toes back into it,” she says, although the brewer has shown up at festivals, events and with hockey partners.

Lal tells strategy Canadians are experiencing challenging economic times, but on the flip side, have also been traveling at very high rates. Both Air Canada and Via Rail, for example, are reporting booming demand, with the former recently announcing that it will boost its European flights in response to the surge.

“This was a labour of love,” Lal says. “There is a lot of pressure to make something cool enough people want to go for it, but also that it upholds what we stand for as a brand.”

The four hero brands, she explains, are ones that have the most mainstream appeal. “We are a beer that’s brewed for all Canadians,” Lal stresses, and foreign currency is something many have, particularly given the diverse makeup of Toronto.

The currency doesn’t have to be current, it can be from the ’90s, she jokes, or even a mix of different currencies. “Empty those containers sitting in closets,” she says.

Additionally, a media event is set to take place on Sept. 21 where the brand will look to drive interest via travel influencers and its own social channels.

Citizen is the creative and PR lead, with Midnight Circus handling experiential. Volt is the social lead.