Molson Coors Brewing Co has launched a new tagline and retired the "I am Canadian" line. The new tagline - "It starts here" - was unveiled in a 60-second television advert that debuted on Monday (14 March) in Canada.

"The 'I am Canadian' stuff was great stuff, and had a really strong run for us, but it was predictable," said Les Hine, vice-president of marketing for Molson Canada. "Consumers liked it - if you showed them the ad, they'd laugh - but it wasn't motivating them any more." The line had been used to sell Molson's flagship Canadian brand since 1999.

The new advert appeals more to young males, with the male viewer becoming the central character in the spot as other characters speak to him - first his friends and then various attractive women try to make his acquaintance.