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.
Passport-Activated Beer Fridges
Molson Brings Back Its 'I Am Canadian' Tagline for a New Campaign
Trend Themes
1. Passport-activated Beer Fridges - The use of passport-activated beer fridges as a marketing tool creates a unique and interactive experience for consumers.
2. Bringing Back Iconic Advertising Campaigns - Reviving iconic advertising campaigns, such as Molson's 'I Am Canadian' tagline, can leverage nostalgia to engage and connect with consumers.
3. Brand Activation Through Experiential Marketing - Experiential marketing, like the Beer Fridge campaign, allows brands to create memorable moments that foster brand affinity and social sharing.
Industry Implications
1. Beverage - The beverage industry can explore the use of interactive and unique marketing strategies, like passport-activated beer fridges, to engage consumers and differentiate their products.
2. Advertising - The advertising industry can tap into nostalgia and the revival of iconic campaigns to create impactful and emotionally resonant messaging for brands.
3. Experiential Marketing - Experiential marketing agencies can help brands create immersive and memorable experiences that drive consumer engagement and foster brand loyalty.