In Molson's Feel-Good Summer Campaign, Backyards Are a State of Mind

The Canadian brewer aims to broaden its appeal and change the image of beer drinkers

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On a summer’s day, a backyard party is in full swing. But the afternoon takes an unexpected turn when someone pushes down a fence. 

Luckily the neighbors don’t mind, welcoming the revelers into their yard. Their energy is contagious, and soon fences are collapsing all along the street. The day culminates with one giant party that takes over the neighborhood—with coolers full of Molson beer. 

The lively ad, “Backyards” by agency Rethink, is part of Molson’s summer campaign to “celebrate the importance of togetherness,” according to Leslie Malcolm, vice president of marketing at Molson Coors.



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