Molson Acts Coy in ‘Making Friends’

LOS ANGELES Molson USA has launched an ad campaign that calls into question whether its Molson Canadian beer is an aphrodisiac, the brewer said.

The effort, from MDC Partners’ Crispin Porter + Bogusky in Miami, introduces “Making ‘friends’ since 1786” as the tagline, replacing “Let your Molson do the talking.” The campaign includes two print ads, two radio spots and posters created for bars and clubs. Ads center on the brewing fact that Molson Canadian is made with Saskatchewan barley, which contains zinc, an active ingredient in oysters and truffles. The work also contains a coy denial that Saskatchewan barley is an aphrodisiac.

The print ads, appearing in the March issues of Stuff and FHM magazines, bear the headline, “Saskatchewan Barley. Separating Fact From Fiction.”

Posters acknowledge that Canada’s population has increased 19,000 percent since Molson was founded in 1786, while stating the brand has never made any claims about fathering a nation.

“This is our next effort in reestablishing the Molson brand in the U.S. and driving a connection with the 21-29-year-old guy,” said Steve Breen, vice president of marketing for Molson USA in Golden, Colo.

CP+B developed the creative concept last summer after visiting the Molson brewery in Vancouver, B.C., and speaking with the brew master about the Saskatchewan barley. “It had a certain stickiness to it,” said Bill Wright, CP+B vice president and creative director.

Campaign spending was undisclosed. Molson’s ad expenditures topped $4 million last year, with more than $3 million of that spent on Molson Canadian, according to TNS Media Intelligence/CMR.