Whether the gathering is big or small, carefully planned or spur of the moment, Molson has been there for Canadians, helping them to celebrate for over 230 years.
Just in time for Canada Day, Molson is honoring this legacy with its latest ad, “We’ve Been Everywhere,” which shows the many ways its beer has been enjoyed across the country for years and years.
“Since our founding in 1786, our beers have been enjoyed in every kind of occasion and in every type of vessel,” says Senior Marketing Manager Maddie Gillmeister.
Indeed, the ad highlights the incredible variety of serving vessels used to drink Molson beer, from glass pints and plastic red cups to champagne flutes and teacups. And in moments of true celebration, trophies and even racing shoes have served as impromptu chalices.
According to Gillmeister, over 25 hours of footage had to be whittled down to the 30 seconds used in the ad, but she believes the result gets at what makes Canada so special.
“The ad shows Canadians enjoying Molson from coast to coast, whether at parties, sporting events, cottages, and yes, in all kinds of cups and vessels,” says Gillmeister. “It also shows that there’s something for everyone in the Molson portfolio. With a line of classic lagers (Canadian, Dry and Cold Shots), a flavorful ale (Export), a light beer (Ultra) and a non-alc offering (Exel), we truly have a beer for everyone.”
WATCH THE VIDEO BELOW:
The 30-second ad recently premiered during the pro hockey finals. It and four 15-second versions will continue airing on TV, online and in social. Out-of-home ads are also appearing across the country, showcasing Canadians celebrating together.
“We’ve Been Everywhere” is the latest evolution of Molson’s “Everyone, In” campaign. The campaign honored the brand’s long Canadian history while introducing itself to a new generation of legal drinking-age drinkers with a message that Molson is brewed for all Canadians.
The ad also comes as Molson Trademark sees impressive growth, continuing to grow volume share in Canada at the close of Q1 2025.
Gillmeister says these new ads were designed to help the brand continue its impressive growth.
“Summer is the number one season for beer, so it was important for Molson to show up in a big way to kickstart the warmer months,” she says. “But this is bigger. This is about celebrating the role Molson has played in the lives of Canadians both in the past and for years to come.”