Canadian beer company Molson Canadian wanted to instill some national pride across the pond so they stocked beer fridges across Europe that could only be opened with a Canadian passport.
Fridges were placed in Canterbury, the white cliffs of Dover, London, Northern France, Cassel, Brussels, and rural Belgium. The execution made Canadians extremely popular with their European counterparts, which certainly gave their pride a boost.
Why I’m Curious
I love the out of the fridge… I mean box… thinking here. Targeting Canadians the way Molson did while they are traveling is an unexpected, yet brilliant way to both instill national pride and favorability toward the brand. It’s a wonderful association to have and a great story for people to tell.