Molson Is Reintroducing Itself to a New Generation of Canadians with ‘Everyone In'

Barring some creative exceptions, the iconography of the Canadian beer category has been stagnant for years (think flannel, beards, and lakeside docks). For the big beer industry especially, these are hard habits to break. But Canada’s oldest brewery is reinventing itself, and intends to refresh big beer marketing in Canada. 

Today, Molson is reintroducing itself to a new generation of Canadian beer drinkers with the launch of 'Everyone In'. 

It’s anchored by a 60 second spot set in real watering holes and restaurants across the country – places that aren’t typically given the spotlight in beer ads. From Raj to Han to Joe, to the O’Malleys (all of them) — the names of Canada’s family-run pubs and pho restaurants, salsa clubs and drag brunches help tell the story of Canada’s diversity. 

“Across the country, you can walk into pretty much any kind of bar or restaurant and order a Molson. From Indian restaurants to pho spots to depanneurs, Molson beers really are everywhere and are enjoyed by everyone.” says Robbie Percy, partner and creative director at Rethink. “This campaign was a chance to showcase all those amazing places and people in a very real way. When we started looking at the diversity of the names of places where you can actually get a Molson, using those as the common thread became a simple, authentic way to tell that story.”

Molson’s new positioning comes in response to the changing lives of Canadians that have not always been represented in big beer advertising. For a brand like Molson, that defined what it meant to be Canadian in the 2000s, this is a wake up call. 

Knowing that Canada is the only country where the top selling beer is from abroad rather than brewed at home, it’s important for Molson to ensure it always has a place in Canada’s cultural fabric. 

“We want all Canadians to be proud to order and drink Molson.” says Leslie Malcolm, senior director global brands in Canada. “The reason we take our commercials so seriously is that they set the tone for the entire organization - we want these spots to galvanize not just Canadians, but also our employees and our partners. We feel a sense of responsibility to be loud and proud about what Molson stands for.”

Underscored by Drake’s 'One Dance' and a voiceover that emphasises that no matter who you are, or how long you've been in Canada, "there's a Molson with your name on it,” the idea is to show how Molson has always been for everyone, and how that’s still the truth. Reinforcing this notion is the spotlight on Molson’s full portfolio, including Canadian, Ultra, Exel, Export and Dry. 

“Molson is an institution. Founded in 1786, it is the oldest active brewery in Canada,” said Sofia Colucci, chief marketing officer. “Our mission has always been to make a beer that all Canadians are proud to drink — the refined approach of 'Everyone In' is reflective of that mission, by embracing the diversity that makes Canada so special.” 

The campaign runs across Canada on multiple channels from March 29th to December 31st, including TV, OLV, social, cinema, in-arena and out-of-home. Strategic development, creative, and production were led by Rethink, with Wavemaker handling media and Brand Opus handling branding.

“Molson is an institution. Founded in 1786, it is the oldest active brewery in Canada,” said  Sofia Colucci, chief marketing officer. “Our mission has always been to make a beer that all Canadians are proud to drink — the refined approach of "Everyone In" is reflective of that mission, by embracing the diversity that makes Canada so special.” 

Internally, Molson’s levelled up the talent behind its creative work — it’s the first time the brand is led by a woman (former CMO Michelle St. Jacques was recently promoted to chief commercial officer and this is the first major brand work since Sofia Colucci was named CMO), and is led by a diverse marketing team. 

The campaign runs across Canada on multiple channels from March 29th to December 31st, including TV, OLV, social, cinema, in-arena and out-of-home.

Strategic development, creative, and production were led by Rethink, with Wavemaker handling media, and Brand Opus handling branding.