Molson Canadian 67 Positions Itself as the Beer for Guys on Diets
Jonathon Brown — January 10, 2013 — Lifestyle
References: molsoncanadian & youtu.be
Molson Canadian 67 is the lighter version of Molson Canadian, but still positions itself as a manly beer in this new ad. The commercial opens with a guy running down the street for a workout. The narrator reveals that he runs so he can justify eating all kinds of crazy foods with his buddies -- the guy running is meant to represent most men.
He glances at his watch and arrives at the door to his building to see all his friends waiting for him. It's time to go out and he's late. In the next scene, the group appears in a bar as he dives into a hamburger. The narrator contends that Molson Canadian 67 isn't a girly beer just because it only has 67 calories, but instead it's for men on "guyets."
He glances at his watch and arrives at the door to his building to see all his friends waiting for him. It's time to go out and he's late. In the next scene, the group appears in a bar as he dives into a hamburger. The narrator contends that Molson Canadian 67 isn't a girly beer just because it only has 67 calories, but instead it's for men on "guyets."
Trend Themes
1. Masculine Diets - The trend of marketing diet and health products with specifically masculine branding to appeal to men's health concerns.
2. Health-conscious Drinking - The trend of appealing to health-conscious consumers by promoting low calorie or low alcohol beverages with messaging that reinforces health goals or makes them appear more masculine.
3. Gendered Marketing - The trend of using gendered messaging to promote products or services in a way that reinforces traditional gender roles or stereotypes.
Industry Implications
1. Alcohol - There is an opportunity for alcohol brands to position their products as part of a healthy and/or masculine lifestyle by focusing on low calorie or low alcohol options.
2. Fitness - There is an opportunity for fitness and health brands to appeal to men with messaging that emphasizes the health benefits of exercise and can be used to justify indulging in 'guilty pleasure' foods and beverages.
3. Advertising - There is an opportunity for advertising agencies to create campaigns that use gendered messaging to appeal to male consumers and reinforce their masculinity or traditional gender roles in relation to food, beverage, and health choices.
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