Molson retired its successful 'I Am Canadian' campaign ten years ago, but has just re-launched the tagline in celebration of Canada Day.
The tagline is being brought back for a limited time to coincide with its 'Beer Fridge' campaign. Molson placed a bright red fridge with a maple leaf on it in the random spots throughout Europe. The catch is that the fridge can only be opened by scanning a Canadian passport.
Intrigued by the mysterious fridge, and enticed by the prospect of what it contained, people gathered and called out for people carrying Canadian passports to open the fridge. When opened, the crowds were delighted to find a fridge stocked full with Molson beer. The unique experience helped people from all over the world to bond over a beer.
Stats for Passport-Activated Beer Fridges
Trending: Older & Mild
Research: 878 clicks in 151 w
Interest: > 3 minutes
Concept: I Am Canadian
Related: 74 examples / 57 photos
Segment: Males, 18-35
Comparison Set: 27 similar articles, including: beer can-created anthems, origami beer labels, and diy beer brewing kits.
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