Molson It is inevitable that every Molson Canadian ad will be compared to "The Rant" and its unprecedented success. This past year Bensimon accepted this challenge by focusing on the core strategy behind the "I am Canadian" campaign, and the needs of the core target audience of young men ages 19 to 25. The agency's current creative work reflects the full breadth of a strategy designed to accommodate the best-selling beer brand in Canada. Rather than using traditional beer segmentation marketing ("if this is you, this is your beer"), it instead communicates a variety of different observations about what unites us as Canadians. In this way, Bensimon helps ensure the brand is relevant to every young adult Canadian male, and not limited in its appeal.
Lederhoser
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