Hockey's Back
Molson Canadian's "Goalies" campaign is a testament to the power of timely, relevant, and creative marketing. By tapping into the cultural zeitgeist and leveraging a simple truth, Molson not only connected with its audience but also achieved significant business results.
Advertising
TV
On/Off Premise
Earned Media - Molson Goalies
Case Study: Molson Canadian – Seizing the Moment with "Goalies"
Introduction
In the dynamic world of sports and beverages, opportunities come and go in the blink of an eye. For Molson Canadian, the NHL strike presented both a challenge and an opportunity. The challenge was the dip in beer consumption in the US market due to the strike. The opportunity? The palpable excitement surrounding the game's imminent return.
Challenge
The NHL strike had a significant impact on Molson's beer sales in the US. Although Molson wasn't an official NHL sponsor, they recognized the need to swiftly align with the mounting anticipation for the game's return.
Insight
The simple truth that "Canadian = Hockey" was the cornerstone of Molson's strategy. With its deep rooted Canadian legacy, Molson was uniquely poised as the US import to "own" hockey. It was the go-to beer for those looking to toast the comeback of the most thrilling game on ice.
Creative Solution
Under the banner 'Hockey’s Back,'Molson rolled out a multifaceted campaign. This included:
- National broadcast
- Outdoor advertising
- Robust promotional support in pivotal markets
- A grassroots campaign that led to significant P.R. exposure
Central to this campaign was the introduction of the Molson Goalies, which became an instant hit, reinforcing the message: Welcome Back Hockey.
Impact
Molson's strategic and creative approach yielded impressive results:
- Engagement: The campaign generated massive engagement both on-premise (bars, restaurants) and off-premise (retail outlets).
- Brand Alignment: Consumers strongly associated Molson with NHL hockey, viewing the brand as deeply intertwined with the sport.
- P.R. Exposure: The grassroots aspect of the campaign, especially the Molson Goalies, garnered national P.R. attention.
- Recognition: The campaign was honored as the "Best in Class" by Coors Brewing Company.
- Sales Impact: Molson witnessed a 28% surge in sales, effectively reversing a long-standing sales decline.
Reflections
Molson Canadian's "Goalies" campaign is a testament to the power of timely, relevant, and creative marketing. By tapping into the cultural zeitgeist and leveraging a simple truth, Molson not only connected with its audience, but also achieved significant business results. This case study serves as an inspiration for brands to be agile, observant, and innovative in their approach.