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Molson is fighting to stay top-of-mind as the official beer sponsor of the National Hockey League
Molson is fighting to stay top-of-mind as the official beer sponsor of the National Hockey League

PERSUASION NOTEBOOK

Molson ad capitalizes on the Leafs’ playoff return Add to ...

Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail’s marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter @Susinsky.

As playoff season begins, NHL sponsors are eager as ever to squeeze whatever goodwill they can out of the shortened season.

And as they fight for attention in the crowded market of companies catering to hockey fans in Canada, Molson Coors Brewing Co. is also fighting to stay top-of-mind as the official beer sponsor of the National Hockey League.

It also has some team affiliations – as evidenced by the newest spot. The brief video will air during the Toronto Maple Leafs’ first postseason game on Wednesday night, “to welcome them back to the playoffs.”

It is also changing its tall can packaging to celebrate the playoffs nationwide, and running a full-page newspaper ad in Ottawa to celebrate the Senators.

The Leafs ad, on the theme of making history, is short and sweet – what remains to be seen is which of those adjectives will describe the team’s playoff run.

Follow on Twitter: @susinsky

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