In September we discussed a blog in our class concerning the marketing of Molson 67.  After a bit of digging I found it was Jeff’s blog, in which he discusses the marketing of Molson 67 as healthy.

Jeff’s blog can be seen here. https://blogs.ubc.ca/effahje/2013/09/21/hello-world/

The fact a brewing company would have the audacity to label a beer as “healthy” really intrigued me and so I delved further into their marketing of Molson 67.

What I found was that it wasn’t promoted as healthy, but more so as “less bad”. It’s marketed towards the health conscious consumer that wants to have a beer, but would enjoy consuming as few calories as possible in doing so.

On their website http://molsoncanadian67.ca/en/index.aspx we can find links to their ad campaign, which focuses on “guyets”. A “guyet” according to Molson is essentially a scale…exercise just enough to offset your unhealthy eating habits. By listening to the actual dialogue we can see it’s aimed towards those that exercise (and care about their bodies) but still want to enjoy some of life’s guilty pleasures in the process. Molson 67 might appeal to these consumers as it offers them a beer that has less of a guilt factor.

It’s a marketing strategy that’s becoming fairly pervasive throughout the “diet food” community. Utilizing the word diet isn’t something that really appeals to the male demographic. By re-branding diet into something more interesting and less “girly” diet products can be focused in on guys. Some examples would be Coke Zero, Pepsi One, Dr Pepper Ten all reboots of Diet Coke/Pepsi/Dr Pepper. They’re all zero calorie sodas but their ad campaigns focus on their intense flavour and uncompromising brashness rather than their caloritic count.

It’s the same strategy as Molson 67. You can order a diet beer without having to say diet or light, and in the process save your manhood.