Blog: James WilmoreMolson Coors' Sochi beer fridge: an idea with legs

James Wilmore | 12 February 2014

It must be high-fives all round among the marketing team at Molson Coors’ Canada unit. 

The company’s beer fridge at the Sochi Olympics, which ingeniously only serves Molson Canadian beer to those athletes with a Canadian passport, via a scanning system, has garnered plenty of headlines - perhaps by some media outlets less inspired by the actual action at the Games. 

The Canadian Olympic team helped coverage by tweeting its thanks from the group's official Twitter account. 

But it’s not the first time the fridge has appeared.  It was used by the brewer in a TV ad last summer, resulting in the second most watched viral video in Canada in 2013, I’m told. “As the video took off we committed to finding real world situations to seed the fridge,” a Molson Coors spokesperson said. 

Apparently the chiller is in the athlete’s village for the duration of the Games. 

A marketing idea that has legs, I'd say. 

Sectors: Beer & cider

ANALYSIS

Research in Focus - NPD in Alcoholic Drinks: Themes, Examples and Glimpses of the Future

New product developments are evolving and gaining prominence in an era of fierce competition for share of throat and wallet, against the backdrop of a rapidly depleting acquisition pool. Identifying t...

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the big stories on just-drinks last week, featuring AG Barr, Bombay Sapphire, Wines of South Africa and Pabst Brewing Co....

BLOG

Smile, you're part of the "emotional contagion" industry

It seems there's not much in the world that can make people smile these days. Luckily, we're part of an industry that has just been scientifically proven to do just that. ...

BLOG

Starbucks' new craft - beer-flavoured coffee

Despite accounting for just a small percentage of overall sales, craft beer is making an impression on the US....

NEWS

Drinks firms commit to tighten up Twitter, Facebook marketing practices

Thirteen leading drinks companies - including Diageo and Anheuser-Busch InBev - have launched a new set of social media guidelines aiming to stop content reaching children. ...

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the big stories on just-drinks last week, featuring SABMiller, Orangina Schweppes, PepsiCo and Scottish devolution....

just-drinks homepage



Forgot your password?