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Molson’s Strategic Marketing Plan to ‘Change It Up’!

Nothing Typical about Molson’s Strategic Marketing Plan!

With the help of Bell Media Radio and Tigris, Molson Canadian Cider brought a strategic marketing plan to life! Officially entering the burgeoning cider market this summer, Molson wanted to offer it’s loyal customer’s an amazing chance to win one of six backyard BBQ parties taking place in 3 different Ontario cities throughout the month of August.

With cider sales increasing 60% since 2012, Molson decided it was time to enter the market and ‘Change it Up’ with an innovative consumer driven contest. Beer lovers everywhere had the chance to win the ultimate Molson Canadian Cider Backyard BBQ party thrown by yours truly, Tigris! The contest was regularly promoted on affiliated Bell Media stations and to be considered, entrants simply completed an online quiz to test their musical expertise.

Winners of the backyard BBQ jams were officially notified towards the end of July and this past weekend, we kicked off the first two of six parties in Toronto. They couldn’t have gone any better for the excited winners and their 20 closest friends. Aside from 4 hours of great music, delicious food and a seemingly endless supply of Molson Canadian Cider and several other brands under the Molson Canadian Trade Mark. The winners also received a set of Molson Canadian Cider branded glassware, a gift basket of swag AND a free BBQ!

Witnessing & Executing A Creative Strategic Marketing Plan Come to Life

After working on this strategic marketing plan alongside the event planning team at the Tigris’ head office, it was thrilling to see the first rounds of these events come to life! From planning to barbecuing to the inevitable clean-up, as one of the two events staff from Tigris, I was happy to be involved from start to finish.

We decked out the winner’ backyard with a Molson Canadian Cider pop-up tent, branded barrels and banners along with a cottage inspired Molson beer & cider tub and bar. For each BBQ, we planned a delectable selection of food ranging from sirloin burgers and jalapeno & cheese filled sausages to side salads, chips, dips and more! Of course, no guest went thirsty and had an incredible selection of Molson Canadian Cider, Molson Canadian Lager, Molson Canadian 67 & Sublime and Molson Canadian Wheat Brands to choose from – served by none other than the Molson Extreme Team. After the guests were well fed, we got into the games and kept the party going with ladder ball, washer toss and even the limbo!

Aside from such a smooth execution, I got to witness two amazing groups of people share a memorable experience together. That’s what experiential marketing is about after all, isn’t it? Connecting to your consumers in a unique and meaningful way to build on and bring brand loyalty to a whole new level.

Molson’s strategic marketing plan to “change it up” – did just that for our first two winners, one of whom said, “I just wanted to let you know the BBQ was great and I think it went off without much of a hitch… just wanted to say thanks again for the wonderful prize. Molson puts on a good production with all the pageantry. It definitely didn’t look like it was a regular family BBQ, I can tell you that! The four hours flew by and the party lasted well into the night”.

It was exciting for me to be a part of their special day and know that I helped create that connection. I look forward to seeing how the remaining BBQ’s turn out! This weekend, our team heads off to London for BBQ’s 3 & 4, then Ottawa Aug. 24-25 for the last two.

If you need assistance concepting and/or building a strategic marketing plan, give us a call at 416.283.9119.

Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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