Molson

Bringing Canadians Together

Molson is a Canadian icon, rooted in the nation’s history. We helped it reclaim its place as the national beer with a bold masterbrand identity built around the Molson mosaic hex.

We knew there was an opportunity to make Molson Canada’s beer again. Our aim was to create an ownable and clear visual identity that reflects a cultural moment relevant to Canadians’ lives today. We believe that there is a Molson for every Canadian, and we wanted to make sure that message was conveyed effectively.

Leslie Malcolm, Vice President of Marketing

Molson is a Canadian institution; its founder was critical in shaping the nation. Over the last twenty years, the beers made by Molson had been in decline, becoming less relevant to drinkers in a fast-changing country. Our job was to help Molson reclaim its place as the national beer brand for all Canadians.

ALL Canadians was the key. Molson is uniquely placed to bring them together, given it isn’t just one beer, but has different offerings in its portfolio. That insight and the brand’s history led us to create the Molson mosaic hex - an iconic symbol of connection rooted in the brand’s past and reimagined for today to gave the brand a new freedom as a masterbrand.

The mosaic hex builds further strength by providing a powerful visual framework for the integration of secondary or third party assets into the Molson identity. This unifies all marketing and comms activities, creating a more meaningful connection between Molson and its partnerships allowing the brand to cut through more effectively.

The Results The Molson Brand Family grew across revenue, share and volume in Canada versus the previous year. What’s more, it’s now the second best-selling beer brand at Canada’s largest beer outlet, The Beer Store, behind Coors Light.

Capabilities

Brand Strategy

Brand Identity

Packaging

Brand Guardianship