Molson Lends Men a Hand With Women

NEW YORK Molson still wants to help men make “friends,” and is offering fake business cards, stickers and wallet photos to help wallflowers break the ice with women in a print campaign by Crispin Porter + Bogusky.

“Our strategy is to provide the tools so that our drinker can succeed socially,” said Bill Wright, creative director at the Miami shop. The campaign follows last year’s Media Lion-winning “Labels” effort for Molson, which replaced the brewer’s normal bottle labels with conversation-starting pickup lines such as “Who’s your Daddy?” and “I’m with the band.”

This time around, CP+B inserted business cards, stickers and wallet-size photos into magazines including Maxim, Stuff, FHM and Razor. Ads will run through September. “Making ‘Friends’ since 1786” remains the tagline.

The photo insert, for example, shows pictures of kittens, puppies, grandparents and babies. The accompanying print ad’s headline: “Wallet-size proof that you’re a man with a sensitive side, in case she’s into that.” The ad then shows how to draw attention to the photos once they’re in a wallet.

“We think they’re suitably tongue-in-cheek so women will get a giggle out of it as well,” said Wright. “They’re just a way to break the ice in bars.”

Similarly, stickers feature slogans for generic political causes, like “The March Against Hate 2004.” A sheet of detachable business cards tout interesting companies such as “Steinhour Luxury Yachts” and “Animal Aficionado: Exotic Animals Brokerage.” “Ladies freak for guys with expensive hobbies, and now you’ve got some,” the headline accompanying the business card reads.

The interactive nature of the ads was developed because “we wanted to give it more impact, a longer lifespan than the typical single-page print ad,” Wright said. “Hopefully these are something that will stick around for awhile.”

Other CP+B staffers who worked on the ads include executive creative director Alex Bogusky; art directors John Parker, Alex Burnard and Mike del Marmol; and copywriters Evan Fry and Dave Schiff.