Legal news and trends for Canadian in-house counsel and c-suite executives
Issue link: https://digital.canadianlawyermag.com/i/50878
Molson Coors Canada's legal department is in the thick of the iconic beer maker's efforts to capitalize on the communication and marketing craze. some picture bottles of Molson Canadian and com- ments praising the iconic brew, there are others simply titled "Molson Canadian Sucks," questioning why anyone would drink the beer. The "I am Canadian Rant," which was a key part of the company's marketing strategy a decade ago, still encourages more than 450 "friends" alone. In an age of it's not who or what you know, but who and how many are following you, Molson is clearly one of the leaders in social media marketing — much of which is driven by beer drinkers themselves. "The dialogue and the discussions about our brands T G are happening out there on social media tools and vehicles regardless of whether we are participating," says Molson Coors Canada chief legal officer Kelly Brown. "So we definitely have it within our strategy to try and tap into those dialogues that are happening with our consumers, and to participate in them and gain con- sumer insights from social media." The company uses Molson's community blog as a venue to promote both its beer brands and corporate brand. For example, the company often uses the blog to highlight its corporate social responsibility efforts. It also uses Twitter as an internal communications tool between employees, and externally to communicate to consumers. Molson also uses microblogging service Yammer internally. Brown understands not all of the consumer-created sites may be considered positive, but says the company still sees them as an opportunity. "The phone's ringing — you can choose to answer it or not answer it. We're INHOUSE FEBRUARY 2010 • 17 yping the word Molson into a Facebook search reveals more than just the official page of the Canadian brewing giant. In fact more than 500 individual pages on the social media site feature Molson in the name. While Pierre-Paul Pariseau