Campaign details
Brand: Molson CanadianBrand owner: Molson CoorsLead agencies: Wavemaker Canada, RethinkContributing agencies: Citizen, We Are SocialMarket: CanadaSector: Beer & ciderMedia channels: Newspapers, Online display, Online video, Packaging & design. Social mediaBudget: 1 - 3 million
Executive summary
In an act of provocation, Molson Canadian beer actively solicited and then sold competitors' beer in their own cases.
During the global COVID-19 pandemic in 2020, when the beer industry was in chaos, Canada's oldest brewery demonstrated that the Canadian spirit of inclusivity and support could be shared by anyone – even business rivals.
Molson Canadian invited all Canadian beer companies to sell their beer in a special 24-pack...