Molson Canadian

ByJillian HerringtonJessica NormanBonny Shaw

History

• John Molson founded Canada's oldest brewery in 1786.

• Canada's oldest consumer brand names

• North America's oldest beer brand.

History

• Molson operates six breweries across the country

• Invests in various charitable initiatives and sports and entertainment sponsorships.

• Part of Molson Coors Brewing Company which was formed by the 2005 merger of Molson and Coors.

• Major markets include Canada, the UK and the USA.

Timeline

• 1788: Brewery produces 258 hogsheads of beer (13,932 gallons).

• 1800: First use of glass bottles.• 1807: First Molson ad appears in "Canadian

Courant" and runs for 30 consecutive weeks.• 1889: Average wage in brewing department

is $1.10 a day. Brewmaster, John Hyde received $2.00 a day

• 1961: 175th Anniversary; $106.2 million in sales in this year.

• 1989: Molson Breweries merges with Carling O'Keefe becoming Canada's largest brewer and the fifth largest brewer in North America.

Timeline

• 2000: Molson restructured its United States business through a buyback from Miller Brewing Company and Foster's Brewing Group, subsequently entering a partnership with Coors Brewing Company

-This ensures the marketing and sale of Molson brands in the American market.

-Molson became major shareholder of the partnership with a 50.1%

ensuring continued ownership of the brand in the United States.

• 2001: Molson contributed $2.5 million to become a major founding partner of the Vancouver Whistler 2010 Bid Committee.

TelevisionAdvantages • Creativity and Impact• Captivity and Attention• Flexibility• Mass coverage• High reach and low cost per

exposure• Sight, sound, motion• Favorable image

Disadvantages• Fleeting Message• High absolute cost• High production cost• Low Selectivity• Clutter• Distrust• Limited attention (zipping and

zapping)

Humor Appeal 

Pros• Aids attention and awareness• May aid retention of the message• Creates a positive mood and

enhances persuasion• May aid name and simple copy

registration• May serve as a distracter, reducing

counter-arguing

Cons• Does not aid persuasion in general• May harm recall and

comprehension• May harm complex copy

registration• Does not aid source credibility• Is not effective in bringing about

sales• May wear out faster than non-humorous

ads

Bibliography

• http://www.molsoncoorscanada.com/en/MolsonHeritage. aspx• http://www.molsoncoorscanada.com/en/MolsonHeritage/MolsonHistory/1700.aspx

• http://www.molsoncoorscanada.com/en/MolsonHeritage/MolsonHistory/1800.aspx

• http://www.molsoncoorscanada.com/en/MolsonHeritage/MolsonHistory/1900.aspx

• http://www.molsoncoorscanada.com/en/MolsonHeritage/MolsonHistory/2000.aspx