Modelo Molson Imports, which distributes Corona beer in Canada, has launched a national advertising campaign for the brand to coincide with the onset of the summer season this Sunday.
The campaign began today and includes print, radio and online advertisements developed by Toronto firm The Marketing Channel.
Linking the different creative executions is the concept of “The Promise,” a series of declarative statements that tout the importance of relaxation and leaving behind the stresses of work and a troubled economy.
For example, the print ads—gatefolds running today and tomorrow in The Globe and Mail, National Post and Toronto Star—include sentences such as “A suit looks best with the word ‘bathing’ in front of it” and “Tension is only good when it’s on a hammock’s strings.”
The list of statements concludes with the line: “And most importantly, business shall never… never mix with pleasure.” Below that, a picture of a couple sitting on a lakeside dock, accompanied by bottles of Corona and the line “Happy First Week of Summer.”
Robert Armstrong, president and CEO of Modelo Molson Imports, said the message of the campaign is timely in both the seasonal and economic sense.
“We hope that The Promise will take people back to some good memories and hopefully a brighter future,” he said. “It’s been 18 months of bad weather and bad economy.”
The print ads run today and tomorrow, while the radio spots will air for one week, with particularly heavy rotation this weekend.
Modelo Molson Imports has also launched a website, CelebrateSummer.ca, in support of the campaign.
