Michael Kates – Selling emotions, not products

Posted: September 14, 2013 in Uncategorized

Recently, I stumbled across this Molson Canadian advertisement that really caught my attention. The company set up fridges across Europe and the only way they could be opened was with a Canadian passport. Instead of focusing the commercial on the taste or quality of their beer, Molson decided to focus on the intrinsic values that come with the consumption their products. At the end of the commercial you can see people of all different nationalities talking and smiling, hugging and just sharing feelings of happiness while they were enjoying Molson’s product. The company ends the commercial with a quote that says “Here’s to being proud of where you came from”. No direct mention of their product but instead relating to the Canadian heritage and culture that is well known and respected around the world. 


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