Molson Canadian's 'It's Complicated' ad spot brands itself as Hockey's Beer. The ad, which caters to the country's incredibly large and devoted hockey fanbase, plays into common Canadian tropes. The narrator describes the hardships of supporting a Canadian hockey team, which include rival neighbours, losing streaks and American family members who just don't get the game.
By the end of the ad, the narrator acknowledged that while loving the game is complicated, drinking Molson is not. Taking the position of a beer that unites, the overall message of the ad is that Molson Canadian is the official beer of the sport. The ad closes with the statement "not baseball's beer, not America's beer, our beer."
Uniting Canadian Hockey Beers
Molson Canadian's It's Complicated Ad Brands Itself as Hockey's Beer
Trend Themes
1. Hockey Fan Marketing - Brands can leverage the large and devoted hockey fanbase in Canada to market their products in creative ways.
2. Nationalistic Messaging - Brands can benefit from incorporating nationalistic messages in their advertising campaigns that align with the sentiments of the target audience.
3. Sponsorship as Branding - Sponsorship of sports events can be a powerful branding tool to attract loyal customers and increase brand recognition.
Industry Implications
1. Alcohol - Alcohol companies can market themselves as the official drink of popular sports in specific countries, tapping into nationalistic sentiment and uniting fans.
2. Entertainment - Companies in the entertainment industry, such as sports leagues or media providers, can partner with brands to create synergistic marketing campaigns centered around sports events or specific teams.
3. Advertising - Advertising agencies can develop creative campaigns that leverage cultural tropes and nationalistic pride to increase brand awareness and customer engagement.