Molson has launched a new seasonal platform named after one of the places Canadians enjoy spending time in most during the summer, “Backyards.”

Developed by Rethink, the platform emphasizes that summer is the best season to break down the barriers between yards and allow everyone in, serving as a metaphor for the ties we build with others.

The creative behind it revolves around people of different ages and backgrounds drinking Molson Canadian, Ultra, Export, Exel and Dry beers, and the sense of well-being that backyards evoke in the warmer months. The campaign embraces the idea of bringing people together, Molson Coors Canada VP of marketing Leslie Malcolm says.

“During the summer months we see an uptick in consumption and drinking occasions involving family and friends, many of which are celebrated in the backyard,” Malcolm tells strategy. “But here’s the thing: what we truly like about backyards and what makes them so special is not just the patch of grass they are. It’s the mindset they foster – the way they make us feel, how they make conversations flow and the tranquility they bring. We wanted that feeling reflected in the spots.”

The platform builds on the company’s “Everyone In” campaign, which debuted in 2023 with the aim of showing that there is a Molson brand for every kind of person and occasion. The campaign was also launched to bridge the gap between older Molson fans and a new generation of Canadians who were unfamiliar with the brand.

Malcolm says that when Molson’s marketing team began planning for 2024, they wanted a summer platform that could leverage the momentum of the “Everyone In” campaign, and place the brand at the center of key moments for consumers.

She adds that by emphasizing what backyards mean to Canadians, the platform also allows the brand to continue to attract new consumers, particularly those under the age of 34.

Molson launched the platform on April 20 with a TV commercial, followed by an integrated public relations campaign. The platform is also being promoted through 15-, 30- and 60-second spots in both English and French on TV and social media.

Beginning in late June, the brand will also travel across Canada with Roaming Backyard, an experiential activation that will be launched in different cities across the country to celebrate Canadians coming together in the summer.

Citizen Relations handled PR and influencers, Wavemaker managed media buying, Volt social media and Playbook the experiential.