Molson launches new spiked lemonade

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TORONTO--Molson Breweries of Toronto and LesBrasseries Molson of Montreal have jumped into the spiked-lemonade market in time for the Christmas party season. Thenew beverage, called Tornade in Quebec (meaning tornado)and Arctic in Ontario, is a 6.1% alcoholic lemonade.Advertising will concentrate on campus newspapers, radio andbathroom advertising in Ontario, created by the Mohan Groupof Mississauga, Ontario. The Qeubec campaign will bebilingual and multimedia. TV spots for Quebec, created byCossette Communication-Marketing of Montreal, takes ahumorous look at the daily press conference Quebecers facedlast winter during a historic ice-storm. This time proceedingsare interrupted by a tornado.

Copyright December 1998, Crain Communications Inc.

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