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The Canadian Case

Work / Molson Canadian / 2020 / Experiential

For a country that loves its beer it may come as a surprise to learn the #1 selling beer in Canada isn’t Canadian. As Canada’s oldest brewery, Molson Canadian wants to champion Canadian beer. And they don’t just mean Molson Canadian, they mean any Canadian beer founded in Canada. So they worked with Rethink to encourage all Canadians to #MakeItCanadian.

But it wasn’t just a hashtag. Molson opened up their case to any Canadian brewery with the aim of creating the most Canadian Case of beer ever. It’s a case where Canadian beer could proudly stand together, shoulder to shoulder. The case was available in time for Canada Day, so Canadians could celebrate with a Canadian (beer of their choosing). Cheers.  .