While most people initially associate Canadiana with things like maple syrup, wildlife, not being the United States, and a propensity for wearing shorts the moment the thermometer goes above 0 degrees (FYI, that’s Celsius, Americans), a national love of beer is definitely something most of us Canucks can also identify with. Whether it’s enjoying an ice cold summer’s brew at the cottage, or sipping (and shivering) while catching a hockey game, it’s pretty clear we Canadians really love our beer, eh?
With so many small, trendy microbreweries popping up everywhere, you’ve probably noticed old faithfuls like Molson Coors Canada have been revamping their image to keep up with the new kids in town. While we ourselves are sometimes guilty of trying any new brew that happens to be poured before us, something must be said for the quality greats that established our country as one of the beer meccas of the world.
Luckily for us, Molson Canadian/Coors Light has just released a new ventilated can, plus an accompanying super hip ad campaign, that makes us feel like we’re trying something new when in actuality it’s still the same brand we’ve always known and loved. With just a few easy steps, the ventilated can promises to deliver a pour that is smooth and silky on the first try, no bartender tricks required. The first of its kind in Canada, this means no matter if you are in the crowd catching the game or have had one (or three, no judgement, eh?) too many, you’ll always get that perfect mug of beer. All you have to do is follow these three simple steps:
- Turn – align the red tab over the button
- Vent – Press down to activate extra opening
Other than the cool can factor, the advertising campaign caught our eye with videos that are refreshingly simple, just like the beer itself. Pouring Smoother-er, Meat Socks, Hands, and The CanaSutra all offer hilariously off-the-wall situations with the main focus being the 3-step instructions followed by some cartoons to further hammer home the point that you really can pour the ventilated can anywhere. Given the weather in this country, you have to be able to laugh and we really love these videos because most of us would also associate a sense of humour with being Canadian and we’re all a little funnier after a brew or two. The CanaSutra borrows some moves from its namesake the Kama Sutra and offers ways to enjoy your smoother-er pour in any position. It’s clever: There’s everything from the planking trend to a hilarious nod to Dirty Dancing in the “Dance-Movie Re-Enactment” with a great gender role-reversal. Swayze-me any day, Coors!
It’s nice to see that a tried and true recipe is still developing other methods to improve the user experience. “The Vented Cans are the result of several years and evolutions of our concepts and prototypes,” says Mike MacDonald, Senior Packaging Scientist for Molson Coors. It sounds like the work is paying off as the new vented can will be available at the LCBO and The Beer Store just in time for Canada Day (prayers = answered).
“Our research confirms that consumers really love this idea because it enhances their experience with the beer,” says Kristi Knowles, Vice-President of Marketing and Innovations at Molson Coors. The Molson Canadian and Coors Light Vented Cans will be sold in 473mL cans and will be available starting mid-June with new decorated packaging. Full distribution nationally is expected for the Canada Day long weekend. Packs of 15 355ml Vented Cans will also be available in Ontario and the Atlantic provinces in August.
We can definitely cheers to that, eh?
Are you loving the new Coors Light Canada campaigns as much as we are? Let us know in the comments below or tweet us @ViewTheVibe.