Beer brand Molson Canadian placed bright red fridges in locations across Europe, which were fully-stocked with bottles of beer.
To cultivate interest and set chins wagging, the scattered fridges were firmly locked and would only open when a Canadian checked in with their passport. The video, released earlier in the year, has recently resurfaced for Canada Day - giving it a second go at connecting with a broader audience through social networks.
This campaign has some of the hallmarks of one of Coca-Cola’s highly successful #sharethehappiness activations. These often combine a novel idea, action and humour to engage passers-by with the brand’s core messages and personality.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.