Molson is touching on its heritage ahead of Canada Day with a campaign that highlights the numerous ways the company’s products can be enjoyed.
The brewer’s latest creative “We’ve Been Everywhere” heroes five beers from the Molson portfolio as they are poured into a pint glass, a plastic cup, a shoe and a trophy. Eighties earworm “The Safety Dance” serves as the musical backdrop for the 30-second film by creative agency Rethink.
“While ‘We’ve Been Everywhere’ is part of Molson’s long-term platform, we felt that the lead up to Canada Day was the perfect moment to share our latest work, as it captures the heritage of Molson in a way that’s fresh and relevant to modern Canadian drinkers,” says Leslie Malcolm, VP of marketing for Molson Coors.
Malcolm says reflecting on Molson’s lengthy history led to the the idea that the company’s beer has filled every cup, glass or vessel possible over the years.
The campaign is the latest chapter in the “Everyone In” platform that was introduced in 2023, a year in which Molson Coors snagged strategy Brand of the Year honours.
Malcolm says the brand was seeking to reintroduce itself to a new generation of consumers with “Everyone In.”
“The platform resonates with Canadians because they feel the truth of it,” Malcolm says. “Molson is a genuinely inviting brand. It’s inclusive. It brings people together. There’s a real shared experience behind what we’re saying.”
“We’ve Been Everywhere” is rolling out across TV, OLV, social video and OOH. The TV spots premiered on June 9 to coincide with Game 3 of the Stanley Cup final and the rest of the campaign, launched on June 16, will run through to 2026.
“We launched the campaign with heightened presence during the Stanley Cup final – a prime opportunity to connect with a highly engaged national audience, especially as the Edmonton Oilers’ thrilling playoff run captured the country’s attention,” Malcolm says.
Strategy and creative were handled by Rethink and PR was handled by Rethink PR. Production was handled by Scout’s Honour with editing by Nimiopere, audio by Eggplant and colour by Alter Ego. Media was handled by Publicis Connect and organic social was handled by Volt.
The campaign will have a presence on CTV, social, OLV, cinema and radio to complement the TV spots.
“A key evolution from past Molson campaigns is the increased focus on smaller, local communities,” Malcolm says. “By investing in OOH and local radio, we extend our reach coast to coast. This includes strategic placements along major routes to cottage country, allowing us to connect with consumers not only where they live, but where they summer.”
Last month, Molson Coors attributed its 42% first-quarter net earnings slump to global political uncertainty.
