Marcom: Canadian ‘Rant’ Builds Patriotic Fervor … For Beer

Between 1998 and 2000, Molson's flagship brand was flagging in Canada. Molson Canada was seen as a conservative company without a strong emotional connection to consumers. The
brewery looked to 2000 as the year to revitalize its image with the core beer-drinking market (18- to 24-year-olds in Canada).