Molson Canadian

The Canadian beer category has changed dramatically over the last decade, with value beers and super premiums polarizing the market. As a result, high-volume mainstream players like Toronto-based Molson Coors Canada’s Canadian brand have been squeezed into a perceptual no-man’s-land between “cheapest” and “best.” Compounding the issue was a meandering brand positioning that left consumers wondering what Molson Canadian stood for.

Canadian guys, not surprisingly, equate Molson Canadian with ‘Canadianness.’ When asked to describe the best part of the brand, they were unable to separate it from the best part of the country and the best part of themselves. They actually felt let down when Molson Canadian (and therefore Canadians) didn’t stand for something.

Zig realized that something should be them. Past efforts had successfully tapped into the Canadian identity, so the key was not to avoid ‘Canadianness,’ but to find the sweet spot that held more emotional power than many brands can ever hope to wield, and connect Molson Canadian to Canadian values.

It was now Molson Canadian’s job to stand up for the Canadian guy - to celebrate his values, his way of life and his perspective. “The Code” is an insightful celebration of the unwritten code by which Canadian guys live, dramatized in a multimedia, integrated campaign. The television spelled out the code from sippy cups to street hockey, while localized radio spots and print ads celebrated summer BBQ events and hockey season with a heartfelt ode to the Leafs.

As beer drinkers respond with enthusiasm, tracking results are the best they’ve been in over a decade.