Scott Wasden's Blog

When thinking about promotion one company that has stood out among others is Molson Brewing. Through a diverse set of promotional tactics (and a good product of course) Molson has successfully captured 41% of the Canadian market share. Of course the Molson brewing company contains a larger product line than simply their leading brand of Canadian, which includes the likes of Coors-light, Heineken, Pilsner, and Miller but have had the most aggressive promotional strategy in Canada with this signature brand.  Through their association of grass roots and the subjective meaning of what it is to be “Canadian”, Molson has successfully captured the attention and interest of many consumers through their advertising ads which includes an array of humorous commercials .  Further more they have offered various types of sales promotions that include case giveaways, swag and contests to encourage purchases by customers; these are considered pull tactics.  On a push level of promotion Molson also employs                                                                           

sales representatives that travel to various retail centers and educate the sales staff  about their new and current products so that they can in turn educate the consumer.  This is also done through direct marketing as they also directly send new product information to these retail stores which again pass it on to the consumer. With the combination of these tactics Molson Brewing has continued to grow in popularity and have enhanced their brand awareness.

Here is an example of a commercial which appealed to me….