After coming across Masaki’s blog post on Molson Canadian’s commercial I definitely got a good laugh out of it! This commercial definitely sits on the top of my favourite commercial list (check it out if you don’t believe me!) I am Canadian
Product positioning is successfully used in this commercial. By getting into the minds of consumers, Molson Canadian’s commercial focused on pushing its beer as the number one beer in Canada by highlighting nationalism. They are comparing themselves to the american brands and trying to get into consumers; mind as being number one. So, they were successful in providing a “hook” for its viewers, by promoting their product as a top canadian brand (while sneaking in some Canadian stereotypes)!
Here are a couple more Molson Canadian commercials that again promotes their beer as the number one canadian brand, thus positioning their brand on the top of the product ladder. In all their commercials, they end with “I am Canadian”- which is s clearly a nationalism statement! Enjoy!
watch?v=AnfIN7WVgNs&feature=related