The message of Make It Canadian poured out some tasty results – Molson Canadian share of the beer market increased by 11% during the campaign period, a huge reversal of normal stagnation for big beer brands in Canada.
What Molson Canadian had to say struck a chord with Canadians,as the campaign achieved 28.7MM earned impressions – enough for every single Canadian of legal drinking age to see the inclusive beer case at least once. The Make It Canadian beer pack sold out, with participation from 40 different brewers from coast to coast.
The brand stood up for all Canadian brewers during a difficult time and acted the way a true leader should; by setting the example.