Molson visits real pubs across Canada for ‘Everyone In,’ an anthem of inclusion

Rethink celebrates the democratizing nature of the product as it reintroduces the brand to a new generation

Published On
Apr 03, 2023
An older couple laughing and drinking Molson in a bar

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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. 


Apr 03, 2023
Client :
Agency :
Global CCO :
Aaron Starkman
Global CSO :
Sean McDonald
Mike Dubrick
Creative Director :
Robbie Percy
Creative Director :
Caroline Friesen
Group Strategy Director :
Nicole Rajesky
Senior Broadcast Producer :
Shannon Farrell
Account Director :
Jia Cau
Head of Production :
Steph Walker-Wells
Associate Director of Broadcast Production :
Nadya MacNeil
Production Company :
Steam Films
Director/Stills Photographer :
James Michael Chiang
Devin Karringten
Stills Photography :
Jorian Charlton
Executive Producer :
Jill Brennan
Line Producer :
Krista Teague
Production Coordinator :
Claire McCallum
Production Designer :
Jesson Moen
Editing Facility :
Editor :
Raj Ramnauth
Assistant Editor :
Laura Corredor
Executive Producer :
Paula Hicks
Transfer :
Studio Feather
Colorist :
Ana Escorse
Assistant Colorist :
Ebi Agbeyegbe
Executive Producer :
Chantelle Blagrove
Online Company :
Alter Ego
Head of VFX :
Darren Achim
Senior VFX Artist :
Joel Osis
VFX Assistant :
Nupur Desai
Producer :
Mariya Guzova
Executive Producer :
Hilda Pereira
Audio House :
Executive Producer :
Hannah Graham
Creative Director :
Harry Knazan
Creative Director :
Daenan Bramberger
Music Licensing :
Music Rights Clearance
Francois Lechance
Partner & Managing Director :
Katie Seline
Project Manager & Music Supervisor :
Pauline Viard
Operations & Administration :
Talia Felber
Casting :
Jigsaw Casting
Casting Director :
Shasta Lutz
Managing Director :
Marie Lunny
Group Business Lead :
Kaitlin Vasquez
Group Account Director :
Kiara Wilson
Account Supervisor :
Oliver Quiroz
Account Manager :
Dishant Verma
Producer :
Annick D’Auteuil
Strategist :
Clément Martin
Copywriter :
Julie Day-Lebel
PR Lead :
Meredith Montgomery
PR Account Director :
Sara Lemmermeyer
Chief Commercial Officer :
Michelle St. Jacques
Chief Marketing Officer :
Sofia Colucci
Senior Brand Director :
Leslie Malcolm
Senior Brand Manager :
Sophia Lal
Brand Manager :
Véronique Foucaud
Brand Manager :
Kristin Lucente
Assistant Marketing Manager :
Lauren Pereira
Brand Executive Producer :
Lori Estabrooks
Media :
Client Business Director :
Mitchell Bird
Associate Director :
Elise Baruch
Digital Manager :
Monica Raj
Assistant Planner :
Jyotish Danwani
Assistant Planner :
Raghav Agarwal

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