Beer is fashion. When you hold a beer, you're paying it the ultimate compliment. You like what it says about you. And since a beer can say so much about you, why not let it say anything?
Within this context ad agency Crispin, Porter & Bogusky (CPB) repackaged every bottle of Molson Canadian with a second 'twin' label that lets you tell others all the things that are not always easy to weave into casual conversation. So far,they have produced 232 twin labels that Molson drinkers can put to work for them.
Photo: Molson Twin Labels.
CPB developed a total concept to improve the image of the Molson drinker. CPB Creative Director Bill Wright: 'Molson provides the tools and confidence to help guys succeed. So we created this series of magazine inserts to help the Molson drinker separate from the rest of the pack when he's out in bars, all ending with the tagline 'Molson. Making 'friends' since 1786.' After all, any beer can put attractive women in their advertising, but how many can put attractive women in your speed dial?'
Besides magazine covers - 'The Molson Twin Cover Technology' - (see ad 1,2,3,), Molson tools like stickers (see ad), walletpics (see ad) and business cards (see ad) can be downloaded and printed via their website. And women, don't you worry about a thing! Here you can find out what a Molson man really drives. See also this commercial (after clicking the link, click on the photo).
Photo: Molson Canadian helps making 'friends'.
CPB is definitely taking Molson to the next level. By creating tools to improve the 'sensitive' image of the Molson drinker, Molson communicates their ideas in an innovative and entertaining way. The items and clips in the website sections 'Twin Label Technology' and 'Making friends' are actually very funny! An example of distinctive concepting, design & copy! Thumbs-up!
posted by BlogFonk: Thursday, July 15, 2004 [#] Erms Suripatty