From Raj to Hanh to Joe to the O’Malleys (all of them), Molson’s new “Everyone In” campaign weaves in and out of real pubs all across the Great North to celebrate the tapestry of Canadian diversity.
Aside from a few creative exceptions, the Canadian beer category has historically invoked images of flannel and lakeside docks. But this tired approach is no longer enticing to Canada’s Molson-drinking population. “Everyone In” recognizes this sign of the times by repositioning the brand as everybody’s favorite drink as opposed to just their dad’s favorite.
“From Indian restaurants to pho spots to depanneurs, Molson beers really are everywhere and are enjoyed by everyone,” said Robbie Percy, partner and creative director at Rethink. “This campaign was a chance to showcase all those amazing places and people in a very real way.”
As the understanding of what it means to be a Canadian continues to evolve, Molson remains committed to evolving with it. Leslie Malcolm, senior director global brands in Canada, added that it’s imperative to the brand that all Canadians are “proud to order and drink Molson.”
The campaign’s 60-second spot, set to Drake’s “One Dance,” transports viewers to real watering holes across the country, from family-owned pubs and salsa clubs, to pho restaurants and drag brunches.
A hearty voiceover emphasizes that regardless of how you identify, or how long you’ve been in Canada, “there’s a Molson with your name on it.” The clip spotlights Molson’s full portfolio of beers, including Ultra, Exel, Canadian, Export and Dry.
The campaign is also the first major brand work produced by the company since Sofia Colucciwas named CMO in March.
Rethink handled creative and strategic development, while Wavemakes and Brand Opus did media and branding, respectively. The campaign will run across Canada through Dec. 31 on all social media platforms, television, cinema, in-arena and out-of-home.