Molson has launched a new television spot for its Canadian brand that builds on last year’s campaign linking the beer to an unwritten code of Canadian male behaviour.
The original spots in the campaign launched last spring and introduced the notion of “The Code,” suggesting consumers who lived by it were likely to have a hockey scar, feel awkward about reclining their seats on airplanes and turn down sex in favour of watching playoff hockey.
The new spot, which hit television screens Monday, builds on the theme, claiming that men who observe the code will drive an hour to play 19 minutes of pickup hockey, spend substantial time in Irish-themed pubs and have attempted to assemble a barbecue.
The current spot builds on last year’s introduction by associating the code more directly to beer-drinking occasions such as bar gatherings and professional hockey games, said Stephanie Desutter, senior brand manager for Molson Canadian.
“The first round was about making a connection with Canadian guys,” said Desutter. “This year, we wanted to make sure that everything was rooted in a true beer moment.”
“We wanted to continue to exemplify the values of the young Canadian guy in a heroic way,” added Aaron Starkman, creative director at Zig, the agency behind the campaign. “This year’s commercials are more honed in on beer occasions.”
Molson brought back the code campaign because of positive feedback from consumers, added Desutter.
“Guys are telling us that they like it, that the ads are relatable and funny and true,” Desutter said. “Our equity scores have improved and we’re feeling good about it.”
Creative for the campaign includes out-of-home executions set to launch in mid-April, with another television spot set to drop in late April or early May.
