Molson: Say anything.
"You go into bars and you see people holding bottles of beer, and they hold them like badges," Wright says. "We can't really compete with Budweiser and say all the things about people that it does, so we have to take a short cut." Messages currently being shipped on bottles of Molson include: "Guess Where My Tattoo Is"; "Wild In The Shower"; "I Just Want To Be Held"; "I'm Not Wearing Any Underwear;" and "You're Not My Type". More examples can be viewed at www.molsontwinlabel.com.
According to Wright, early anecdotal evidence suggests the campaign might be as catchy as it seems. Distributors in the Northeast report collecting fewer empty bottles than they sell as bar patrons take their favorite slogans home with them. "It's like a fortune cookie," he says. "You want to order one just to see what you'll get." The agency is already in a second round of label writing, with the total number of variations slated to hit 140. "All we're saying is that when you choose a beer, you say something about yourself," says Wright. "We want to let you say everything about yourself."