Five years after Joe introduced the world to the terms "chesterfield", "touque", and the letter "zed", Molson Breweries is saying "hit the road Joe". That's right, the "I am Canadian" advertisement campaign is over. Witnesses declared that Joe's death knell could be heard as the Montreal based Molson merged with U.S. brewer Adolph Coors Co in a $6 billion Ameribuck deal
To replace the flannel wearing, flag waving, free toque in your case of beer, declaration of national pride advertising campaign, Molson Canadian has introduced a new tagline and a new series of commercials to pitch their product to thirsty consumers. In Joe's stead, we will now find bodacious babes and frat boys partying it up in television commercials along with the tagline, "It Starts Here". Clearly this new and innovative marketing campaign will set Molson Canadian apart from all of those other brands of beer whose manufacturers have not yet clued in that sex sells liquor.
As a nation mourns the end of an ad campaign that became part of the Canadian cultural identity, we can only cling to what remains of the "I am Canadian" gear. Thanks to the heads up from Mudpuppy
, we know that there is a good stash of it here
Looking for more?
You can find all sorts of variations of the "I am Canadian" rant here
, including the original. You will also find a rant for our American friends here
. (Audio) Disclaimer:
If you are one of my in-laws or an American who does not have a sense of humour (not that being my in-law and lacking a sense of humour goes hand in hand) do NOT
click that last link! I am totally serious. You might think that I am kidding, but I am not! Seriously, I am serious.