Winged Angels, Landing in a Bar Near You
One of Monique Dépatie’s latest inventions is the Molson Angels. Launched in December of 2005, the Molson Angels are teams of entertainers dressed as guardian angels who mingle with the evening crowds in bars throughout Quebec, raising awareness of responsible drinking and encouraging consumers to choose a safe way home. This means being a designated driver, taking a taxi or public transportation, or riding with a designated driver.
As Manager of Community Relations and Corporate Giving, Monique is proud to carry forward Molson’s centuries-long history of community investment, dating back to the company’s founding in Montreal in 1786. She particularly likes the Molson Angels program because it gives the company a chance to be out in the community, enjoying Quebec’s nightlife with consumers while providing a very valuable service.
As they interact with the bar patrons, Molson Angels give away promotional gifts like key chains and light pens to designated drivers who sign a pledge to abstain from drinking for the evening, providing them with bracelets which are good for an unlimited supply of water at no charge. Designated drivers also enter to win $50 gift certificates to the popular restaurant chain throughout Quebec, La Cage Aux Sports. For all consumers, Molson Angels offer scratch cards which list choices of safe means of getting home and award prizes, but perhaps the Angels’ greatest gift is the thousands of taxi vouchers they’ve handed out to individuals needing a ride home.
“We’re not out lecturing to consumers, or telling them not to drink. After all, we are in the beer business here,” says Monique. “We’re all about having fun, but we absolutely want all of our consumers to drink responsibly. Drinking and driving is no joke.”
