Serge to promote Molson beer in Quebec
2007-06-05 by Yulian Pugachevsky
Hi folks, here's something you're sure to get a kick out of; a new major marketing campaign to promote Molson beer using guys who's name is Serge;)
here are some a quote from the marketing firm:
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The interactive campaign, created by Cossette Communication Marketing, puts three Serges front and centre as brand ambassadors, but invites others to become Serges, even if their real name is not Serge.
"Consumers will be engaged like never before in the creation of our ads," says Caroline Losson, Molson Export brand manager in Quebec. "Missions" conducted by the Serges on TV spots and on the web, will stem from public suggestions given at bonserge.com or by fax, making the campaign a real example of consumer-integrated content, says Losson.
The campaign began, toward the end of the Montreal Canadiens regular season, with teaser ads on Bell Centre rinkboards promoting the bonserge.com site. Visitors could obtain a certificate changing their name to Serge.
One TV and web ad shows the Serges discussing what makes a good Serge. "A good Serge makes no compromises," the guys agree. As well, it seems that Serges are charismatic good guys with a passion for hockey and the Canadiens. In another spot, the Serges attempt to attach a Molson banner to a low-flying plane.
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I especially like the quote: "A good Serge makes no compromises,".. I think Rex will agree on that one!!!