Molson Coors Canada: Passport beer fridge

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.

Molson Coors Canada: Passport beer fridge

Rethink Toronto

Scarcely available outside Canada, Molson Canadian enjoys almost universal awareness within our borders and is one of this country's most iconic products. It is also the only brand of beer named after the people for whom it is brewed, and because of this is inherently linked to our national identity. This is both an incredible asset and an interesting challenge: the Canadian identity is a very elusive one to distill. Compared to nations at the forefront of the global stage, Canadians' understanding of who we are has traditionally been more quiet and...

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