Molson Canadian is entering the burgeoning cider market with the launch of Molson Canadian Cider.
The launch follows on the heels of a number of new entrants in Canada, including Labatt’s Alexander Keith’s Original Cider; Brick Brewing’s Seagram Cider; and Carlsberg Canada’s imported Somersby Apple Cider, all of which hit store shelves in 2012.
“The [cider] category is in double-digital growth and, admittedly, beer is not,” said Madeline Burch, marketing manager, Molson Canadian. In fact, cider sales at LCBO alcohol retail locations increased 60% in 2012. “We felt that now was the time to act,” said Burch.
Molson Canadian Cider is made with Canadian apples and is described as having a “semi-dry taste with a bright apple aroma.” It’s targeted at urban men and women who have a wide repertoire of drink choices and want to change it up, said Burch. “Gone are the days of classifying people as only beer drinkers or only wine drinkers.”
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The product is being launched in Ontario and Nova Scotia and is being supported with an out-of-home campaign. Billboard and transit ads, developed by agency of record Rethink, feature product shots and the taglines “Deliciously different” and “Change it up.”
The campaign begins June 26 and will run for eight weeks. Media buying was handled by MEC.
In partnership with Astral Radio, Molson Canadian is launching sponsored vignettes around the “change it up” message. The spots will discuss artists who have similarly “changed it up” and link the story to consumers changing up their drink choices.
The brand is also a holding contest with the chance to win a backyard barbecue party featuring the Molson Extreme team and, of course, lots of cider.
