Molson Canadian Beer Company’s custom fridge filled with the Canadian beer has returned to Canada.
The Molson beer fridge spent years traveling the globe. It went from downtown London to the depths of the jungle. The swanky fridge only opens for people with Canadian passports. On Canada Day – July 1 – Molson put a fresh twist on the successful marketing campaign, bringing it home to Canada and giving it a new unlocking gimmick.
Seeing as the vast majority of people in Canada logically possess Canadian passports, Molson has now decided to test Canadians’ level of patriotism. The fridge requires the thirsty individuals looking to unlock “the magic inside” to sing an accurate – or at least semi-accurate – rendition of “O Canada.” The Rethink agency says we’ll see more of the red refrigerators in the months to come. The Molson campaign, which has the tagline “I am Canadian,” will continue its tour, quenching the thirst of the parched throngs of Europe, and perhaps beyond.
Molson continues to show that there’s still mileage in the fridge campaign. With the nationalistic pride of the ads, it’s no surprise that Molson Canadian continues to be one of the top-selling beers in Canada.
Despite the company’s merger with Coors, the Molson brand continues to resonate with Canadian consumers. Fun, patriotic marketing campaigns like the Molson fridge deserve much of the credit.
I’ll be curious to see what Molson does with the fridge next. Perhaps it could travel America, requiring customers to name five active hockey players to open. Maybe the fridge will lead them through some sort of quiz regarding the basic rules of curling.
One thing that is clear – the Molson fridge campaign still has plenty of gas in the tank.
Howard Davidson Arlington MA