Molson Canadian, a beer company, has launched an advertising campaign devised by Rethink Toronto in selected places in Europe. In this campaign, red fridges with free beers inside are placed across cities in Europe, and the door will unlock only if someone scan a Canadian passport.

Along with the tagline “I am Canadian”, this campaign succeeds in telling people where the company comes from. Also, it undoubtedly boosts Canadians’ national pride when they are called upon to open the fridge. They would be proud as they insert their passport into the scanning machine, and locals are also be happy because of the free beer that the whole crowd sample together. Potential European consumers involved in this campaign will be intrigued and thus will remember the brand better.

However, there might be some concern about whether this campaign discriminates in terms of nationality. Such concern might be unnecessary, because even if only Canadians can open the fridges, people from other countries can all taste the beer.

Other than the marketing in European countries, this campaign can also attract potential Canadian customers who watch the promotion video posted online and hear “I am Canadian” resonating in their ears.

Reference:

• YouTube. Dir. MyMolsonCanadian. YouTube. YouTube, 21 June 2013. Web. 05 Oct. 2013.
• Hutchings, Emma. “Beer Fridge Only Opens By Scanning Canadian Passport [Video] – PSFK.” PSFK RSS. N.p., 27 June 2013. Web. 05 Oct. 2013.
• Nudd, Tim. “Molson’s World-Traveling Beer Fridge Can Be Opened Only With a Canadian Passport | Adweek.” AdWeek. N.p., 27 June 2013. Web. 05 Oct. 2013.
• Szondy, David. “Molson’s Beer Fridge That Only Canadians Can Open.” Molson’s Beer Fridge That Only Canadians Can Open. Gizmag, 01 July 2013. Web. 05 Oct. 2013.