Molson Canadian introduces next chapter in #Anythingforhockey campaign in time for World Junior Hockey Championships

Dec 26, 2014, 08:00 ET from MOLSON CANADIAN

TORONTO, Dec. 26, 2014 /CNW/ - Molson Canadian is introducing the next chapter in its #AnythingforHockey campaign with two new initiatives to coincide with the return of the World Junior Hockey Championships to Canadian soil. Now in year two, the #Anythingforhockey platform continues the longstanding heritage that Molson Canadian has with hockey in Canada.

"Molson Canadian is the brand that provides Canadian hockey fans with more ways to celebrate the sport they love," says Jeff Harrop, Senior Marketing Director, Molson Coors Canada. "This winter, while they cheer Canada to gold, we're continuing to celebrate our passion and the origin of our game outside on frozen rinks."

The Rink
In the continuation of The Rink narrative first introduced in October, Molson Canadian is premiering a new TV spot during Canada's first game at the World Junior Hockey Championships, featuring the Lanochkin family's journey to do #anythingforhockey. It tells the story of Andrei Lanochkin who moved his family from Estonia to Canada seventeen years ago to give his son Vitaly a chance to grow up playing hockey. 

Molson Canadian wanted to help Vitaly say thank you to his father for the sacrifices that he made in order for Vitaly to play the game that they both love. The spot culminates with father and son duo getting a once-in-a-lifetime chance to play Canada's favourite game in an epic outdoor rink on top of a mountain in the Canadian Rockies. The new video series can be viewed at:

The Molson Canadian Beer Fridge
After first travelling around the world and then helping Canadians celebrate Canada Day, the Molson Canadian Beer Fridge has returned with a true hockey twist to celebrate Canada's love of the game. In the past, the Beer Fridge opened only with a Canadian passport and later with a proper rendition of O Canada. The new Molson Canadian Slap Shot Beer Fridge is a fridge for the true hockey fan as it opens with a sniped puck. The new Fridge gives Canadian hockey fans one more way to show their dedication to the sport.

The Molson Canadian Slap Shot Beer Fridge will be making special appearances at Molson Canadian Hockey House, first during preliminary round games of the World Junior Hockey Championships in Montreal and then in Toronto during playoff rounds. The fridge will also be featured on TSN during a Team Canada broadcast.

Fans are invited to shoot in an attempt to open the fridge to win great prizes. The Molson Canadian Slap Shot Beer Fridge will be found at Molson Canadian Hockey House at Windsor Station in Montreal from December 26 – 31, 2014 and at Real Sports Bar & Grill in Toronto from January 2January 5, 2015.

Agencies working on the project include: Rethink, MEC and Harbinger. 

About Molson Coors Canada
Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., the U.K. and Asia. The company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio that includes Molson Canadian, Coors Light, Molson Export, Rickard's and Molson Canadian 67.

Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including boutique breweries Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner as part of an active, healthy lifestyle.