TORONTO, ONTARIO--(Marketwire - June 28, 2007) - With Canada Day celebrations on the horizon, Molson is launching a campaign that reminds consumers to drink responsibly and celebrates the over 90 per cent of Canadians who say they make responsible choices.
Encouraging positive behaviour is the foundation of Molson's new responsible drinking campaign, with the tagline: "Here's to Responsible Choices". This approach is supported by the results of a recent survey of 1,605 Canadians.
The survey, with a margin of error of +/- 2.5 per cent 19 times out of 20, showed that 93 per cent of Canadians feel good about making the choice to drink responsibly.
"Responsible choices are as different and as individual as our customers," said Ferg Devins VP, Government & Public Affairs, Molson. "In order to be effective, we think it is paramount to talk to the majority of Canadians who say they are drinking responsibly. We felt it was time to highlight and celebrate those that are making responsible choices."
The Here's to Responsible Choices campaign, developed by Bristol in Atlantic Canada, will feature several elements including posters, special events, radio advertising, in-bar advertising and more. In addition, Molson will continue its partnership with 1888TAXIGUY, a nationwide network of 425 taxicab companies linked together through a toll-free phone number. Molson is a founding partner of TAXIGUY, which celebrated its two millionth ride home in January of this year.
To encourage healthy decision making among university and college students, Molson will once again partner with The Student Life Education Company, the only national organization dedicated to responsible education of Canadian students nationwide. Molson will conduct a concentrated effort aimed at students during critical times in the school year, including orientation weeks.
"We are pleased to partner with Molson again this year and are excited about the new campaign and the new positioning," said Frances Wdowczyk, Executive Director, The Student Life Education Company. "We agree with the approach that constantly reinforcing positive behaviour will further denormalize negative behaviours, such as binge drinking and drinking and driving."
As Canada's market leading brewer, Molson is also a partner in a number of industry programs that promote public awareness of responsible and moderate consumption of beer. These programs complement Molson's responsible drinking initiatives and are administered by groups such as the Brewers Association of Canada, Canada's National Brewers, the Quebec Brewers Association and the Beer Store Retail operation in Ontario.
About Molson
With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.
About Bristol
With offices in Atlantic Canada and Qatar, Bristol brings clients more than 130 professionals and leadership in advertising, public relations, events, online, business consulting and marketing research, plus a 65-person customer contact centre, to help clients reach their audiences with measurable results.
MULTIMEDIA AVAILABLE:
http://www.ccnmatthews.com/em/2458http://www.ccnmatthews.com/em/2459 
