Only true Canadians drink Molson Canadian.
But they're going to have to prove it, first.
The "beer fridge" shown above traveled around cities throughout Europe - but could only be opened by scanning a Canadian passport.
Which is only fitting for a brand whose tagline is "I am Canadian." Though for those without the appropriate papers, it's probably a bit coquettish, too.
Maybe not the best way to get others to sample your beer. But it is, however, an outstanding way to drive home your brand to the home team.
And as Adweek points out, it sure beats the ad agency whose beer fridge only opened when everyone had done their time sheets.
Now that's cruel, eh?
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