Molson Coors wants Canadians to get their hands dirty this summer.
For the second year, the Molson Canadian beer brand is conducting its Red Leaf Project, which aims to restore green spaces across the country with the help of Canadians. The beer brand and its charitable partner Evergreen are hosting 100 “greening” projects in parks this summer, up from just 10 in the inaugural year.
The first park project will take place on May 27 in Regina, followed by similar ones across Canada until Sept. 15. Volunteers will be tasked with planting, mulching, weeding and cleaning up litter in local parks. (And yes, there’s a cold beer waiting for them at the end of the day). They’ll also be rewarded with tickets to music festivals that will take place throughout the summer.
“It’s part of our long-term commitment to social responsibility and the response from consumers in year one was really strong,” said Dave Bigioni, senior marketing director at Molson Coors Canada. “We really just felt this is an area we want to lean into as we move forward.”
Volunteers can register at Facebook.com/MolsonCanadian, or support the project through a retail program. Specially marked cases of Molson Canadian will have a PIN that can be entered at MolsonCanadian.ca, giving drinkers the chance the win concert tickets. Molson Canadian will also make a $5 donation to The Red Leaf Project and Evergreen for each PIN entered. The PIN is printed on a seed-infused coaster that can be planted to grow a tree.
National and local TV spots by Rethink, which was named agency of record for Molson Coors’ Canadian and Rickards brands in November, are on air now. The campaign uses the same tagline from last year, “Do Some Good. Get Some Awesome.”
“Our real focus has been to localize the message, focusing on local music festivals in local markets and talking to drinkers about making a difference in their own backyard,” said Bigioni.
He adds that concern about the environment among young adults is growing. “But equally important is they want to know that the brands they purchase and associate with stand for something.”
