Being an avid beer lover, I thought it would be suitable to discuss beer and its impact on Canadian culture.  I decided to focus purely on Canada’s beer Molson Canadian, as I feel it has developed a very strong image as the beer all Canadians love.  Now this wasn’t always the case, after doing some research and looking at commercials from 25 years ago, it was very interesting to see the change in competitive market intelligence.  Molson commercials in the past focused more on the psychological factors of consumer behaviour, mainly perception.  In this 1985 commercial (below), the focus was on how Molson can relay the sights, smell, and taste of their crisp beer.  There is no human interference; its just music, a majestic saxophonist, and a delicious beer being poured gracefully into a sparkling glass.

http://youtu.be/CeIP9ec0aLA

Now jump to the future, 2011.  The ever popular Molson Canadian “Made from Canada” commercial (below) showcases the change in direction this beer giant has taken.  This commercial takes on a very personalized approach to interacting with its audience.  In my opinion, it successfully caters to Canadians’ different life stages, occupation, economic situations, and lifestyles.  The clip is extremely different from the past; it takes almost a whole minute for you to see your first glimpse of beer.  And as Michelle discussed in her blog about Budweiser, Molson follows a very similar approach in that this company’s commercial is “focused on creating a personal connection with the audience.”  That is why viewing the actual beer is secondary.  Molson’s goal is to draw a connection; if this commercial defines you as a Canadian then Molson Canadian is your beer.