When buying liquor do you ever choose your beer on whether it is imported or domestic? Or would you rather spend the extra two bucks for a better tasting beer? Molson Canadian’s entire marketing strategy is to get Canadians to buy Canadian beer. Since we have some of the most fertile land in the entire world, why buy any other beer when the best of the best is in your backyard.
Molson has commercials that make you laugh, smile, and want to yell “Why yes I am Canadian!” But how do they do this? After doing some research and watching some sweet Molson commercials on youtube I realised that all the videos have some common elements.
- The cheesy music is one of my favourite parts of the videos. It always starts off slow and gets faster and faster once they get you all excited. The music completely pumps you up and flows with the themes of the video perfectly.
- The scenic pictures are gorgeous, but really how often do many Canadians or Vancouverites take in the mountains surrounding them? Molson gives pride to Canadians for having these natural landscapes that the world truly envies. They are showing their target audience that they should feel pride in their country.
- Oh and I can’t forget about HOCKEY! Every single commercial has to reinforce the fact that Canadians created the best sport in the entire world. The commercials embrace the fact that the weather may get a “few” degrees below zero, but when that ice is frozen the ice skates come out and the true hockey fans are home.
- The clichés are pure comedy. When the spokes man talks about USA VS CANADA, it registers that you will always be proud to not be American. Oh and to remind everyone that we do not live in igloos, but we are manly enough that if we wanted to, we could.
Molson Canadian takes nationalism to an extreme in their commercials, but have you ever gone to a party where there wasn’t a single bottle of the beer there? Their commercials influence their consumers with the fun, adventurous, domestic beer grown right in their home town. Especially when the Winter Olympics just happened here in Vancouver this past year, Canadian nationalism is at an all time high. Molson Canadian is responsible for representing Canadian Nationalism in every bar, club, POITS and always reminds me that I AM CANADIAN.