Beer and Sex: CP+B Finds a Link!

Beer, as holiday partygoers know, lowers inhibitions. People blame the alcohol, but last week Molson and Crispin Porter + Bogusky offered shocking new data about why people get friendlier after a few brews.

But let’s go back a bit. Last summer, CP+B creatives visited a Molson brewery in Vancouver, B.C., and learned that Molson Canadian is made with Saskatchewan barley. “We discovered that barley has a high concentration of zinc—the same ingredient in known aphrodisiacs like oysters and truffles,” says Bill Wright, vp and creative director at the Miami agency. Using “possibly flawed logic,” the team began questioning whether Saskatchewan barley could be an aphrodisiac as well.

Ads unveiled last week really gets the debate flowing. One print ad includes the lines: “As a beer drinker, you’re probably hearing a lot of outrageous things about Molson and Saskatchewan barley. Chances are, you have friends who are calling Molson ‘The aphrodisiac beer’ or even worse, ‘The sex beer.’ The fact is, this has never been proven with any statistical accuracy.” A bar poster notes that Canada’s population has increased 19,000 percent since Molson was founded in 1786, but says Molson has never claimed responsibility for such rampant spawning. “That correlation is there,” says Wright. “You can look at the facts and make your own conclusion.”

While the jury’s still out on the claim, it has generated plenty of excitement in Canada—as if they need it, with all that barley. “It’s gotten a lot of buzz in Saskatchewan,” Wright says. “People are starting to investigate this pretty closely.”

Bob Ellis, director of public affairs for the Saskatchewan Industry and Resources Department in Regina, Sask., tells Shoptalk the ads are “a tribute to the types of quality products we grow here in Saskatchewan and export.” Adds Ellis: “If they have some sort of lively aspects in terms of end use, so be that.”