Molson Coors, leveraging its recently won partner status with the NHL, has created a marketing campaign commemorating Canadians’ beloved Stanley Cup matches while hoping to start some new sports traditions.
The campaign, which launched March 15, features specially marked cases of Molson Canadian, Coors Light and Molson Export that contain commemorative cards highlighting the championship season of every Stanley Cup winner since 1918. The program also includes limited edition Stanley Cup cans for all three brands.
The beer maker also launched the Stanley Cup Collection app on Facebook in which hockey fans can win and collect commemorative PIN e-cards and enter online for the chance to win a trip to the Stanley Cup final.
Three 15-second TV spots showcase Canadians’ zany hockey rituals. They’re accompanied by online ads and will run until May 7.
Reid Black, a brand manager for Molson Canadian, said, “reaction to the Facebook app has been very strong, even without media [support]. The packaging is being phased-in by region. So far, Quebec is the only region in which we’ve distributed the special retail packages, and we’ve already had roughly 10,000 PINS entered”.
Draftfcb was the lead creative agency. Media Edge handled the media buy. Paradigm PR did public relations and 58Ninety provided digital technical support.
The campaign launch falls on the heels of a Molson-sponsored Ipsos Reid poll in which 1,046 adults were surveyed on their most memorable Stanley Cup series. The results showed the riotous 2011 final game between the Vancouver Canucks and Boston Bruins topped the list, followed by the 1967 series (Toronto Maple Leafs beat Montreal Canadiens 4 games to 2) and 1993 series (Montreal Canadiens beat the Los Angeles Kings 4 games to 1).
