With most of the Beijing 2022 finals and medal ceremonies scheduled to take place between 5am and 10am in Canada, beer giant Molson developed a breakfast-appropriate alternative to beer in the form of a bespoke line of beer-infused maple syrups.
Molson, the official beer of Team Canada since 2004, worked with Quebec-based syrup company Bretelles for a Winter Olympic contest-led initiative titled ‘Molson Maple Beerup’.
The ‘Maple Beerup’ limited edition line infused Molson beers into Quebec maple syrup for three products:
> ‘Dark Grade’ infused with Molson Export
> ‘Amber Grade’ infused with Molson Canadian
> ‘Golden Grade’ infused with Molson Ultra
Each can of Molson Maple Beerup is 540 mL and contains less than 0.05% ABV and the limited-edition ‘Molson Maple Beerup’ is available through an online sweepstakes running from 4 to 17 February and open to Canadians visiting molson.ca/beerup and entering details for a chance to win.
Molson will donate $5 with every contest entry received to the Canadian Olympic Foundation in support of Team Canada athletes, up to a maximum of $10,000.
The digital-first, product based initiative was promoted via a campaign developed with agency Rethink Canada and running across the brewer’s social channels with PR support.
Introducing Molson Maple Beerup – a line of beer-infused maple syrups to enjoy for that early morning Team Canada cheering.
Now, you never have to Rep Our Home without a Molson in hand.
Enter to win your own can of Maple Beerup starting Feb 4th! https://t.co/6sPeRvr1fC pic.twitter.com/UXrmSYp5so
— Molson Canadian (@Molson_Canadian) February 2, 2022
“Canadians are used to cheering on Team Canada with a beer in hand, but with events taking place in the morning, this is a way for Canadians to still root for our athletes with Molson,” said Molson Senior Marketing Manager Katie Rankin. “Molson Maple Beerup will be the sweet wake-up call fans can enjoy in the morning. Canadians are so excited to support our athletes as they take on the world stage in these Olympic Winter Games. Pairing Molson Maple Beerup with your morning pancakes is a unique way for Canadians to rep our home as Team Canada goes for gold.”
“As a long-standing and proud partner of Team Canada, Molson has been there for some of the most iconic athlete and fan celebrations of all time,” continued Rankin. “These Winter Games are no exception. We’re still supporting Team Canada and Canadians can still Rep Our Home with a Molson in hand, even if at 5:00am, thanks to Molson Maple Beerup!”
Comment
This initiative follows on from a recent raft of innovative marketing initiatives and stunts from the brewer and agency Rethink such as 2021’s NHL ‘Stanley Cup Batch / Drink From The Cup’ campaign and its ‘Brewmboni’ hockey vacuum cleaner cum beer cooler.
This tactic of producing branded breakfast products to leverage a sporting event in another time zone has been popular with sponsors and ambush marketers in the pat with other examples of the approach including Toyota’s 2018 FIFA World Cup ‘Tundra Power Coffee‘ and the ‘Steinlatte‘ coffee campaign from All Blacks sponsor Steinlager for the 2015 Rugby World Cup.
Leave a comment
You must be logged in to post a comment.