2022 Winner

BronzeConnection Strategy

Molson Canadian
"Drink from the Cup"
Rethink

CASE SUMMARY

Drinking from the Stanley Cup is one of the most revered traditions in all of sports. It’s an nact usually reserved for the players who’ve won the Stanley Cup. So, in a year when even the cup winning players wouldn’t be able to take that cherished sip (you know, COVID-19), the brand wanted to do something to let all hockey fans do what they’ve always dreamed of – drink from Lord Stanley’s mug.

Introducing Molson Canadian Drink from the Cup – where they created a Limited Edition Stanley Cup Batch by pouring beer kissed by the Stanley Cup into a batch of Molson Canadian. The special beer was sold across Canada in controlled releases throughout the playoffs to give fans a chance of getting their hands on them. Now, they can also be bought at exorbitant prices on eBay.

Over 1,000,000 bottles of beer were sold, and the brand experienced a 27.8% lift in sales. Molson Canadian reclaimed its title as the Beer of Hockey.

Credits

Chief Creative Officer: Aaron Starkman
Head of Art: Joel Holtby
Executive Creative Director: Mike Dubrick
Creative Director: Joel Holtby, Dhaval Bhatt
Copywriter: Mike Dubrick
Art Director: Joel Holtby, Joel Arbez
Designer: Brandon Methner
Secondary Designer: Jake Lim
Chief Strategy Officer: Sean McDonald
Strategist: Nicole Rajesky
Producer: Olia Dallimore
Production Company: Revolver Films
Luc Frappier, Executive Producer
Mark Bone, Director
Craig Fleming, Line Producer
Editorial: School
Executive Producer: Yumi Suyama
Editor: Lauren Horn
Assistant Editor: Fiona Alvarez
Colour/ VFX: Alter Ego
Senior Producer: Jane Garrah
Colourist: Eric Whipp
Jr VFX Artist: Sebastian Boros
Audio House: Vapor Music
Partner, Executive Producer: Lindsey Bates
Creative Director: Ted Rosnick
Sound Designer: Kevin Chamberland
Group Account Director: Karim Tubbeh
Account Director: Tori Zenko
Account Manager: Megan Christopher
Account Manager: Jessie Durand
HHOF: Phil Pritchard Vice President, Resource Centre & Curator
Media: Wavemaker
Strategy Manager: William Hart
Strategy Director: Jared Aldridge
Manager, Media: Peter Forde
PR: Citizen
Senior Director: Joe Cariati
Account Director: Jayne Cassidy
Account Manager: Natalie Gardner
Senior Account Executive: Jake Pare
Account Manager: Jennifer Nagy
Social Media: Volt
Account Manager: Georgina Sahota
Community Manager: Eric Zaworski
Social Strategist: Emma Cunningham
Business Director: Kristine Kobe

Client:
Joy Ghosh, NA Brand Director
Katie Rankin, Senior Marketing Manager
Brian Collins - Sr. Manager, Sports & Entertainment Partnerships
Brittany Harris - Marketing Manager, Consumer Experiences + Partnerships
Madison Desousa - Assistant Marketing Manager, Molson TM
Jessica Vieira Teixeira - Manager, Brand Public Relations
For registration inquiries, contact Alisha Tabilin at 1-416-408-2300 x282 or atabilin@brunico.com.