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.
Earlier this year we asked Canadians from coast to coast to share their stories about how they’ve left their mark as a Canadian, and lots of people started sharing their memories and adventures with us. The Make Your Mark contest ended with us sending 12 lucky Canadians on a weekend trip to Dublin, Ireland!
Upon arrival, the winners tried their hand at Irish dancing, hurling, gaelic football and many more activities as part of their weekend adventure.
Kiss me, I’m Canadian!
The group visited a variety of pubs and purchased Molson Canadian beers for other guests, and celebrated in true Canadian-style. Beavers, Mounties and beer, oh my!
Don’t believe us? Just watch the video below to get a taste of what happened when Canadians got together…in the Emerald Isle!
Last month we shared an amazing story about how 4 of our fans made a trip to Peru and culminated their adventure by sharing a beer on the peak of Machu Picchu. Stories like this about how Canadians are leaving their mark while travelling or at home in this great country are being brought to light through ‘The Canadians’.
Stories and photos are pouring in from coast to coast, like this one pictured below, where a group of friends from the Yukon built an Inuksuk at the Great Wall of China!
What happens when Canadians get together? We’ve been getting a glimpse of what happens from people tagging their photos with #MolsonCanadian and connecting with us on social media. Here are a few more of these wonderful memories our fans have been sharing with us:
Got a cool story about how you left your mark as a Canadian? We want to hear from you. Share it with us on MolsonCanadian.ca and it could win you a trip to Dublin, Ireland!
As Canadians we always make the most of any situation, and usually like to mark the occasion by sharing a beer. This couldn’t be truer for one of our beer drinkers, Jacob Johnson. Here’s his story:
My name is Jacob Johnson, and this is my story of how me and 3 of my good friends took an adventure through the many different landscapes of Peru for 2 weeks only to finish at the top of Mountain Machu Picchu where we each enjoyed one of the most satisfying, thirst quenching and rewarding Molson Canadian beers we have, and may ever have in our lifetimes.
It all started in St. Catharines, Ontario where myself and my 3 pals Andrew, Allan and Aaron were having a few beers at Aaron’s house while packing for our trip to Peru. We were all anxiously awaiting to depart to the airport and were ready to have one last ‘cheers’ before our taxi arrived. It was then that we realized that this will be the last Canadian beer we will have for 2 weeks, since there definitely wouldn’t be any in Peru.
We realized that this 2 week adventure we were about to embark on is going to be very challenging and exhausting as we trek through the Amazon jungle, desert plains and finally the Andes mountains to finish at the peak of Machu Picchu to explore the ruins of the ancient Inca city.
So we each managed to shove one tallboy can each into our already extremely heavy, probably over-packed backpacks just before the taxi arrived. We each lost a lot of gear and personal items along the way. However, those 4 Molson Canadians made it in our bags undented, unscratched and fully in-tact through the vibrant capital city of Lima, the Nazca Desert, the Amazon Jungle and the 5-day Inca trail hike through the Andes mountains to Machu Picchu.
It was at the peak of Machu Picchu where the 4 Canadian friends from Toronto (much to every surrounding tourists’ surprise) each removed from our bags, those same 4 Molson Canadians that we had packed 2 weeks ago…