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After telling the story behind its emblematic ship, Molson Export continues its history-focused campaign from DraftFCB with a new television commercial recounting the moment when John Molson decided, at the age of 22, to build his brewery in Montreal.
Mélanie Robitaille, brand manager for Molson Export, said the campaign is a step away from the youth-focused campaign that featured a character called “Serge” developed by its previous agency, Cossette.
“In Quebec, brands that are over 100 years old are rare. In the last few years, we tried to rejuvenate the brand, to make it more hip, cooler, in order to reach 18- to 24-year-olds. But despite this, Molson Export wasn’t expanding. So we asked ourselves why we were afraid of our age, of our history?”
The new campaign’s objective is “to highlight our heritage and traditions in a way that is pertinent to today’s consumers.”
In addition to this change in strategy, the brand has also stopped targeting its consumers based solely on demographics.
“In the last year, the entire Molson Group has adopted a different approach. Instead of targeting a demographic, we focus on a values profile, which widens our consumer base. For Molson Export, these values are courage, determination, and effort. If people identify with and are proud of these values, we think that Molson will probably meet their needs. Whether they are men or women, [enjoy] hockey or curling, or are 19 or 54 years old. We believe this is more advantageous than focusing on men between the ages of 18 to 24, as is usually the case in the brewing industry.”
Robitaille said the new ad “[inspires] consumers to see their ideas and projects through to the end, the whole idea behind the ‘Make Your Mark’ slogan.”
Jet Films handled production.
