This award is presented to a campaign that has, over time and using a variety of media, had a powerful impact on Canadian advertising, and Canadian culture. It’s awarded to the marketer and their agency team whose partnership produced a campaign that is truly “game changing.” The wave of patriotism in Canadian young people incited by “I am Canadian” was unprecedented. That a Canadian beer should inspire such intense nationalism also seems uniquely Canadian.
First introduced in 1994, it became a form of general expression and years later “The Rant” debuted in 1999. It came with a new integrated campaign featuring “Joe Canada” and saw over 40,000 digital parodies posted online at iam.ca by consumers voicing their passion for beer and pride for the best part of North America.
“I am Canadian” was a large part of the reason why I wanted to start my career at Molson Coors. It has become an iconic beacon of Canadianism and one of the most historic marketing campaigns in Canada. It still gets me every time I watch those commercials.
Yesterday, Molson Coors was named as a company leading on climate change transparency with regard to the quality of climate change data we share through CDP, the world’s only global environmental disclosure system.
For the third year, Molson Coors has achieved a position of leadership in CDP’s S&P 500 Climate Disclosure Leadership Index (CDLI). This is an honor that further recognizes Molson Coors for our world class Corporate Responsibility and shows we are shrinking our negative Beer Print. Recognition of CDP Disclosure Leadership also demonstrates our focus on improving systems and transparency throughout our supply chain, driving results in efficiency and sustainability.
“We’re proud to be included in the Climate Disclosure Leadership Index, which underscores the priority we place on driving sustainability and letting our shareholders and stakeholders know how we’re doing,” said Peter Swinburn, Molson Coors President and CEO. “Increasingly, we realize the importance our positive Beer Print matters to our retail customers and brand consumers.”
“Molson Coors has focused on continuing to improve ‘Our Beer Print‘, which recognizes our impacts on our communities, people and environment. Through 2013 we have developed Our Beer Print further to engage through our brands and partner with our customers to have greater influence and contribute to the company’s growth,” said Peter Swinburn, Molson Coors President and CEO.
This recognition from the Dow Jones Sustainability Index (DJSI) has always been one of our key measures of success for world class corporate responsibility. As we have moved forward as a business, and as our goals have evolved, so have our Corporate Responsibility ambitions.
You may wonder why this award is different. Well for starters, water means a lot to us. A whole lot. In fact, without great water we couldn’t make great beer. And one of the unique properties about water is that water is a very local issue. Good quality water has driven where our breweries are located around the globe; whether it’s St. John’s in Canada, Golden in the USA or Burton on Trent in the UK, we have brewed in these locations simply because the water is famous with the beers produced.
This makes water a local and community issue. If we use too much, or mistreat it, we have to recognize the impact on our neighbours and communities. We have worked with our communities around the globe to ensure that we are respecting and preserving the watershed in which we operate, for both our future use, but also for those of future generations of communities.
Aside from water being one of our most important ingredients in our beers, it also is vital in producing a second important ingredient; our barley. And we treat our barley growers as another aspect of our broader community. Indeed they suffer the same challenges around water availability around the globe. There’s always too much, or too little. We have worked with our growers to provide support, tools, education and share best practice around how they can harness when there is too much, and be efficient when too little.
Find out more details about our entry here, or get more familiar with our water story by following us on Twitter @EveryRipple!
Marjolaine Deslauriers et moi-même avons eu le plaisir d’assister hier soir à la soirée des Prix Estim de la Chambre de commerce de l’Est de Montréal où Andrew Molson a reçu le prix Orchidée. Le prix Orchidée est remis annuellement à une personne afin de reconnaître leur apport remarquable au développement économique et social de l’Est de Montréal. Une phrase provenant du programme souvenir explique bien pourquoi ce prix lui a été décerné: ‘M. Molson est un homme accessible, généreux, attentif et qui redonne dans sa communauté. Merci de votre engagement!’
Il est photographié en train de recevoir de Mme Carole Bellon, Présidente du conseil d’administration de la Chambre de commerce de l’Est de Montréal, le prix Orchidée.
Au nom de tous les employés de Molson Coors, félicitations Andrew!
Marjolaine Deslauriers and I were honored to attend an event last night organized by the Montreal East Chamber of Commerce where Andrew Molson received the “Orchidée” award. The “Orchidée” award is presented annually to an individual in recognition of their outstanding contribution to the economic and social development of Montreal East. A quote from the souvenir program explains well the reason why he received this award: “Mr. Molson is accessible, generous, attentive and gives back to the community. Thank you for your commitment!”
Andrew is pictured receiving the “Orchidée” award from Carole Bellon, Chairman of the Board of Directors of the Montreal East Chamber of Commerce.
On behalf of the Molson Coors employees, congratulations Andrew!