Back to all

The Beer Fridge


Rethink Communications




Molson Canadian

  • Concepting


For more than 50 years, Molson Canadian had been one of Canada’s most dominant beer brands. But over the last 10 years, the entire beer category has seen a long-term trend of decline. The challenge was to take Canada’s namesake beer and put it back on the map—in a big way. So we created an interactive beer fridge and took it around the world.

Molson constantly fields requests from Canadians coast to coast wanting the Beer Fridge in their homes, their cottages and at their events. Requests have come from Ireland, L.A., Nashville and Belgium. The Canadian Embassy in Paris asked for it, our Ambassador in Washington wanted it for Canada Day celebrations. This is exactly the cultural impact we hoped to achieve and a sign that the campaign has tapped into powerful emotions in Canadians, no matter where they are.

The Campaign has generated $160 million in PR value globally, over $50 million of that in Canada—three times the brand's media budget. Molson Canadian has shown significant growth, defying long-term category decline. The Beer Fridge has become a powerful Canadian icon that will continue to engage and inspire beer drinkers everywhere.