James Wilmore

Molson Coors' Sochi beer fridge: an idea with legs

By: James Wilmore - 12 February 2014 23:44

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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. 

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