Official sponsor of the Canadian Olympic team, the beer brand, Molson, has just installed a red fridge full of beers in the Canadian Olympic house in Sotchi. The content is free, but you first need to insert a Canadian passport into the terminal. The machine scans the document, checks the nationality and opens the door to the fridge.
"We knew that Sotchi was the ideal place for the passport-fridge. We are bringing part of home to Sotchi so that the athletes and other Canadians feel at home", explains Forest Kenney, spokesman for Molson Canadian to the Montreal Journal.
But this is not the brand's first try. Modules have already been installed in several European cities, to raise brand awareness outside Canada. Some are located in the centre of London, in the North of France, on the white cliffs at Dover and in Brussels.
* Illustration from the Molson Canadian website. : http://www.molsoncanadian.ca/
News in the same category
Evaluated in terms of teaspoons, the amount of sugar in a single can of soft drink is really impressive. Tesco's plan is to cut by 5% the sugar content per year, which is somewhat putting pressure on other companies...
Being a reference comes with one main disadvantage: imitations. Way to many producers use biased visual identities or designations to let people assume their whisky is indeed Scottish. This is a round-the-clock mission for the Scotch Whisky Association.
Beauty products and toiletries will always be a major trend for gift buying in the UK. No matter how difficult someone is to buy for, there is always something in the beauty department that will be appreciated.
The struggles faced by Marks and Spencer in the competitive UK retail market have been well documented and their most recent economic results have added to their woes.