Molson Coors Brewing Co.'s newest advertisement in their series of national pride campaigns is introducing you to "The Canadians". Since 1994 they have been using patriotism to create an emotional appeal for their products, beginning with the slogan "I Am Canadian". They have created a strong brand awareness with their advertisements that require very low motivation on the part of the consumer to understand, and often use humour in their campaigns to appeal to the common beer drinker. Molson Coors Brewing Company is holding contests in this campaign, asking consumers to share their stories of a time when they left an impact on another land. This contest is run across multiple multi-media platforms including Facebook and Twitter. The winner receives a trip to Dublin. This campaign focuses heavily on the emotional appeal to consumers, and targets the conviction stage of the Hierarchy Effects Model.
Brandon Vaters - National Pride, Emotional Appeal, Low Motivation, Multiple Platforms, Conviction