What it is:
A first-of-its-kind program that celebrated Canada’s hockey obsession by giving fans a platform to share their love of the game — directly through Molson beer labels.

Why it mattered:
Molson needed to strengthen its connection with hockey’s most passionate fans, turning their love for the sport into love for the brand during the critical hockey season.

What I did:
Concepted and developed a user-generated storytelling program, soliciting fan-submitted stories about why they love hockey. The best were showcased on Molson bottle back labels, turning every beer into a mini storytelling canvas and connecting fans to one another.

What happened:
Drove high engagement, buzz, and emotional brand equity with Canada’s most dedicated hockey fans — keeping Molson top of mind as THE beer of all things hockey.