Too much sex
Let’s try an do something drastic is often the last ditch attempt to save a brand. But it is also a risky move. Molson Canada, like South African Breweries (see below), has been sitting on a brand, Molson Export, for some time, which has not gone anywhere at all, certainly not upwards from its present 5% share of the market. Hence Molson dreamed up the advertising campaign, "Had Ex today?", in September 2000, which seems to have reversed the brand’s sales decline. The tagline "Had Ex today?" is a pun on the nudge-nudge, wink-wink kind of question "had sex today?" which is a staple concern of those in the throes of testosterone.
Incidentally, the new campaign represents a U-turn on the original Ex position as the tipple of choice for virile young men. The conversation runs like this.
Select offer and read on
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