“Et le Buuuuud” is an example of a super relevant and precise way to use outdoor.

We tailor made the media buy to the creative work to be hyper targeted and super relevant for all

Quebec’s hockey fans (the entire population of Quebec).We both advertised for the launch

of the season taking over “Place Bonaventure”, Montreal busiest metro station, close to the

Canadiens’ stadium and then every game day, we celebrated each goal of the Canadiens

with city wide goal triggered DOOH.

Quebec is a special place in North America. Not only it’s the only place on the continent

where 8 million people speak French, but it is also the only one where it is the official

language and a true national pride. For years, global brands have struggled to adapt to this

reality to the point that is a recurring joke among Quebecois when it doesn’t get them truly

angry…

As such Budweiser has always been seen as a big American juggernaut. Even more when

compared to Molson breweries. A global Canadian brewer born in Quebec and owner since

1957 of the Quebec’s national pride: Les Canadiens de Montreal. The most titled team of the

NHL (more than any American team) with 24 wins.

For 67 years, Molson brewery had a very consistent sponsoring strategy, with radio & TV

shows, ads and even a stadium named “Molson centre” that embedded the Canadiens-

Molson relationship into Quebec’s culture and hearts. It also blocked every other beer

competitor to come near the number one passion of Quebec.

Budweiser is one of the top-selling beer brands in the world. But when it comes to Canada

and its French speaking province of Quebec, Budweiser is under pressure. The reason?

People adore the city’s hockey team, the Montreal Canadiens. An entire team owned by our

competitor, Molson Brewery since 1957, so that their brand could be associated with

everything hockey related.

A consistent 67 years sponsoring strategy, with radio and TV shows, ads and even a stadium

named “Molson center” that embedded the Canadiens-Molson relationship into Quebec’s

culture and hearts. It also blocked every other beer to come near the number one passion of

all Quebec’s inhabitants. How can the King of Beers win back the hearts of Quebecois?

A great turnaround in Quebec:

- #1 beer brand in proximity stores

- 98% of Quebec supermarkets involved

- +34,2% brand preference in Quebec

- 15 million impressions (with only 8 million inhabitants in Quebec)

- Most mentioned online brand during the hockey season

In Quebec everybody adores hockey & the nation’s pride: the Montreal’s Canadiens. The team is owned since 1957 by Molson brewery, who have been steadily and heavily investing into the team

with radio & TV shows, ads and even a stadium. It reaches a point in which for Quebecois’ Molson and the thing they love the most in the world, the Canadiens are intrinsically linked.

It also prevents Budweiser to get anywhere the first passion point of every Quebecois.

To overcome this situation and to win the hearts Quebec, we decided to leverage a precise

point at the intersection of French language, Quebec’s & Canadiens hockey culture and the

only thing Molson couldn’t put its name on.

In French, “Buuuuuuuut” means “Goaaaaaal”. So, by simply adding a few “u” to our brand

name, we made people think of our brand whenever their favorite team was scoring a goal.