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Molson Coors promotes Mad Jack in Toronto taxis

Molson Coors has begun a campaign for its recently-launched apple lager Mad Jack. The campaign, developed by MEC, MonkWilliams and Play Taxi Media of Toronto, includes a branded game that can be played on touch screens in taxis in the Greater Toronto Area. Players attempt to use a slingshot to throw an apple slice into a lager glass. The screens also provide information about the product. The intent is to raise awareness of Mad Jack and direct consumers to The Beer Store locations for trial.

"When we started planning we knew Mad Jack was a unique product in a congested category, so we knew it would be important to find unique touch points to combat the clutter," said Sammy Rifai, senior media planner at MEC. "We took a David versus Goliath approach using this innovative touch point as a way to differentiate ourselves. Few vendors offer the opportunity to not only reach a captivated audience but to have them engage with your brand in a fun and interactive way. We are essentially teaching them about our brand through a fun game that is relevant to our target audience."

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