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.
AUTHOR BIO
Joss Davidge
GLOBAL BUSINESS DIRECTOR
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.
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.
