NEWS: Molson takes more humorous angle in first FCB campaign

Molson, the Canadian brewer, is changing the direction of its UK advertising in a new campaign that will position the brand as an antidote to the stress of modern living.

Molson, the Canadian brewer, is changing the direction of its UK

advertising in a new campaign that will position the brand as an

antidote to the stress of modern living.



The theme of the campaign - ‘a Molson moment in a sea of madness’ - runs

across a poster and radio campaign breaking this week in London before a

possible national roll-out.



The advertising, through Foote Cone Belding - its first since winning

the creative assignment on the pounds 2 million account (Campaign, 15

March) - marks a significant shift away from the ‘Jim Dunk’ campaign

through Howell Henry Chaldecott Lury, which established Molson in

Britain.



Instead, the latest work attempts to differentiate Molson’s taste from

other North American beers and reflect its Canadian heritage.



Mark Wilson, the FCB account director on the business, said: ‘The

campaign plays very much to Molson’s Canadian origins, that is to say,

laid-back, cool and, in many ways, very British.’



All the ads, both poster and radio, take a humorous look at the strains

of modern life, from commuting to being forced to listen to Muzak while

waiting on the phone.



John Bacon, FCB’s joint creative director, said: ‘We wanted to maintain

and develop the terrific heritage of creative advertising enjoyed by

Molson over the years.’



The campaign will run until early autumn. Media is being bought by John

Ayling and Associates.



Huw Pennell, Molson’s marketing manager, said: ‘Using a combination of

media will provide excellent controlled coverage.’



The advertising will intensify competition in the UK premium bottled-

lager market, which is growing at about 20 per cent a year by volume.

Molson claims sales of Molson Dry are currently showing a 12 per cent

increase year on year.