Throughout the Olympic games in Sochi, beer giant Molson has taken shots at fellow brewer Budweiser. Most recently making reference to Budweiser’s latest marketing effort (a giant blimp) in this text ad below.
Budweiser Canada is not an official Olympic sponsor, unlike it’s American business unit who is sponsoring Team USA. The Budweiser Canada brand is aggressively attempting to associate itself with hockey during the games, which has left a bad taste in Molson’s mouth. Molson is Canada’s official beer sponsor for the games and wants Budweiser to butt out. Molson ran a print ad this previous week in the Globe and Mail asking “Bud, which side are you on?”. It exposes Budweiser’s contradictory support of both Team USA and Team Canada. The print ad has gained a multitude of “likes” and “retweets” on social media. Surprisingly, Budweiser has not responded to these attacks in any way.
In light of Budweiser cancelling it’s popular Bud Club party at the Sochi games due to fears of security threats, Molson has swooped in with a clever marketing ploy. The brewer introduced a beer fridge only accessible to Canadians. Located at the Canadian Olympic House, the fridge can only be opened by Canucks after it scans their passports for authenticity. This concept was first introduced in a commercial released over the summer of 2013 in anticipation for the Winter games.