Skip to main content

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.

For Canada Day last year, Molson Coors Brewing Co. built a beer fridge that could only be opened by scanning a Canadian passport. This year, just after landing an award in Cannes for it, the company has revamped the patriotic campaign. It is asking Canadians to sing for their suds.

The fridge has now been installed with software that can detect whether people sing the national anthem correctly. Once a successful rendition of "O Canada" is complete, the door opens and free beer awaits.

The campaign, created by ad agency Rethink, has taken many forms this year in some of the company's most high-profile marketing. The fridge has been to a number of events, including the Winter Olympics in Sochi, Russia. Molson sent a fridge to the remote Gili Islands in Indonesia to give a Canadian living there a taste of home. The company has said the campaign helped it to grow market share.

The karaoke fridge will be in Ottawa for Canada Day.

Report an error Editorial code of conduct
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

Read our community guidelines here

Discussion loading ...

Latest Videos