It would be practically impossible to live in Canada, have internet access, and ignore Molson’s newest campaign. Through a genius use of promotion, the company has simply put a number of fully stocked beer fridges around Europe, opened only by scanning a Canadian passport. Initially only communicated through social media and word of mouth news about the campaign reached around Europe quickly, and equally as quickly back to Canada.

To me the Molson campaign is a great example how simple, yet effective, marketing can be when the organization understands their target audience. The goal of the campaign is to instill national pride, a common theme found in past Molson commercials with the memorable catch phrase ‘I am Canadian’. However, this is the first time we see the perspective from those who aren’t Canadian in addition via earned form of media compared to the traditional owned media viewers are used to. Although Molson did end up having a TV commercial several days after the campaign went viral online, I believe the positive feedback via word of mouth that Molson received early on set the stage for the company to promote the campaign themselves.

https://www.youtube.com/watch?v=8gper3YkzMg